I can sell my own ads on admob (house ads)?

From some years in Android development, i have read many about admob house ad that they allow us only promote our own app.
But today i read this on admob site:

House ad campaigns are campaigns that serve ads to your app using your own inventory, free of charge. You can set up house ad campaigns to promote either your own apps or another advertiser’s product through a direct deal. When you create a house ad campaign, you determine whether the campaign has an impression goal (i.e., impression goal campaign) or is eCPM-based.


That mean i can sell my own house ads space or promote any app i like?

Anyone sell admob house ads already?