I know how to use Admob in iphone apps infact I have used in many application. But I am completely unaware about how publisher id is generated for iphone apps from website.
Today I have registered a new account with admob.com. Now where I have to go further for publisher id ?
I have just click this link: http://www.admob.com/my_sites/create_site.
Please see below screenshot. There is a field to enter Appstore URL. But how can i put my appstore url in development phase ? My application is still in development phase.
Am I at the wrong place ? Or only publisher id is required from any other place.
Please help.

Login to iTunes Connect. Select Manage Applications and create or select your app in development. Then you can see the AppStore-Link (click View in App Store).