On April 30th, Apple released their first draft of the iAd framework reference document. Although this document is written for developers and not advertisers, it gave some insight into how advertisers will be able to use the iAd program.

Below are some key points -

1. Developers will be able to embed ads in their apps using the AdBannerView object. After developers embed ads in their apps, they will start earning revenue.
2. iAd will use an ad network. When adding iAd to an app, developers will choose to display their apps among different segments available in the ad network.
3. iAd includes standard ad sizes including 320×50 for portrait banner ads and 480×32 for landscape banner ads. The ads are shown in the background of an app.
4. The iAd program can be enabled and disabled. App developers can recognize if iAd is loaded by bannerLoaded property while cancelBannerViewAction allows applications to cancel displaying iAd.
5. Because developers can shutdown iAd at any time, revenue wouldn’t be calculated by PPC or PPV but instead a new way that is to be determined by Apple. Apple mentions that revenue can be lower if developers let apps close iAd frequently.
6. Lastly, this technical document only covers the iPhone and iPod touch but not yet the iPad.

We are eagerly awaiting more details on iAd as they become available.

The Wall Street Journal is reporting that Apple will be coming out with a new iPhone this summer with significant advancements over the current model. But possibly more importantly, they will come out with two models – one for AT&T and one for Verizon.

This highlights the difference between Apple and AT&T. Apple has always been very proactive with its product development. It’s only within the last few months that the iPhone is being seriously challenged by competing phones (e.g., Google’s Android, etc.), but they already have the next improvement ready to go out. Moreover, as the market for AT&T iPhones gets saturated, Apple will continue to grow by now offering a Verizon model.

On the other hand, AT&T has consistently been too slow delivering on their product – the network – and as such their reputation in the market reflects that.

The day Apple releases their Verizon iPhone will certainly be a major blow to AT&T. It will be interesting to see if they recover.

Domus is an advertising agency based in Philadelphia. For more information, please visit us at http://www.domusinc.com.