Apple is requiring advertisers to work with its in-house production team before releasing iAds, which are set to debut Thursday. The process could delay the release of some ads for several weeks. Nevertheless, companies including Unilever, Campbell Soup and DirecTV are lining up to pay $2 per click for the iAd format. "It's instant credibility, instant cool. You're on the new iPhone 4," remarked MIR creative director Darrell Whitelaw.

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