Apple's iAd platform commands high dollars, control

04/29/2010 | Wall Street Journal, The

Marketers who want a presence in the launch of Apple's iAd platform, which serves advertising across iPhone and iPad applications, are expected to pay a steep price, with inaugural rates at 5- to 10-times over typical mobile ad rates. In addition, Apple is making clear in its presentations to agencies and marketers that it is retaining a great deal of creative control over how ads on the iAd platform will appear. "As a creative director, I can completely understand that they created this new baby and they want to make sure it gets born looking gorgeous. But as a creative director, I don't feel completely comfortable letting Apple do the creative," said Lars Bastholm, chief digital creative officer at WPP's Ogilvy.

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