For this you should know the diffrence between the Advt. agent and the advertiser. Suppose you are giving an ad to the newspaper directly then you should not.
But when you giving the ad to a newspaper through some agent then TDS applies.
Ref. Sec 194H Explanation (i) Commission or brokerage includes any payment received or receivable , directly or indirectly by a person acting on behalf of another for services rendered (not being professional services)or for any services in the course of....