Apple unveils iAd mobile advertising platform

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Apple has revealed details of its iAd mobile advertising platform, which, the company claims, will allow advertisers to “combine the emotion of TV with the interactivity of the Web.” The Cupertino, CA-based company is targeting delivery of 1 billion ad impressions a day.

The platform will be pre-installed on the iPhone 4.0 operating system, set to be released this summer. It will give advertisers the ability to run full-screen video and interactive ad content without requiring the user to navigate away from an app.

Apple claims that iAd will also make it easier for developers to embed ad executions into their apps, giving them greater scope to produce more interactive and better quality content.

Developers will receive 60% of iAd revenue, while Apple will handle sales and inventory.

The announcement follows Apple's January acquisition of Quattro Wireless, a creator of targeted mobile advertising.

Steve Jobs, chairman and CEO of Apple, unveiled the platform at the company's developer conference on April 8, along with details of the iPhone's next operating system.

iPhone OS 4.0 will contain features including a unified mailbox, folders to help users organize their apps and an updated iBooks function that lets users easily browse, buy and read books.

It will also contain a multitasking service that will allow users to use various tasks simultaneously.

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