Apple opens up advertising platform to developers

Apple has unveiled its latest software update for its iPhone, which includes a mobile advertising platform called iAd.

The computing giant previewed iAd in the US last night, saying it “combines the emotion of TV ads with the interactivity of web ads.”

iAd  will display full-screen video and interactive ad content within apps without actually leaving the app. It will then let users return to their app anytime they choose.

A beta version of the software has now been made available to iPhone Developer Program members enabling them to embed iAd opportunities within their apps. Ads will then be dynamically and wirelessly delivered to the device.

Apple will sell and serve the ads, and developers will receive a 60% share of iAd revenue.

Other features of the latest update include 1,500 new Application Programming Interfaces (APIs) and over 100 new features, including multitasking for third party apps; folders to better organise and access apps; improved mail with a unified inbox, fast inbox switching and threaded messages; enhanced enterprise support, mobile device management, wireless app distribution and iBooks, the new ebook reader and online bookstore recently debuted on the iPad.

Also included is a developer preview of Game Center, which contains a set of APIs that allows developers to create apps with the ability to invite friends to play a game, start a multiplayer game through matchmaking and track achievements and compare high scores on a leader board.

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