Try:
http://openx.com/product/mobile-ad-serving-for-publishers/

I've used this way back in the day (the company became OpenX)
http://sourceforge.net/projects/phpadsnew/

I assume by 'do not want to use a 3rd party' you mean SaaS options hosted by someone else like using 'house ads' on AdMob.

Feel free to set up a call with me. I've helped monetize PicCollage (top 25 on iOS this past holiday season). I've done brand sponsor deals with big brands as well.