Unilever expected to be among first to trial Apple iAd network in Europe

Unilever is expected to be among the first global brands to trial iAd, Apple's mobile advertising platform, when it is rolled out in Europe this week.

Apple's Steve Jobs introduces iAd earlier this year
Apple's Steve Jobs introduces iAd earlier this year

Speculation is mounting that iAd's European network will arrive within the coming days and the first ads will be served by December, although Apple has refused to officially confirm the move.

iAds was launched in the US on 1 July as a way for brands to deliver targeted rich media ads to iPhone 4 and iPod Touch users.

It claimed to have booked more than $60m of advertising at the time of launch in the US, with partners including Unilever, AT&T, Channel and Nissan.

Apple sells, produces and hosts the advertisements, but lets developers keep 60% of the revenue generated by them, while Apple keeps 40%. iAds allows users to stay within an app while engaging with an ad.

Unilever revealed it intends to use iAds in three countries in Western Europe by the end of the year at the AOP’s Digital Publishing Summit in October.

In September, Apple and the Japanese advertising group Denstu announced a partnership to expand Apple’s iAd network to Japan in early 2011.

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