updated 10:50 am EDT, Mon June 21, 2010
Actual ads still missing
Some apps with support for Apple's iAd format have already begun appearing at the App Store, observers point out. In particular placements are said to be showing up in titles from Avantar, including Munch, Showtimes and OneTap Movies. The actual ads are missing however, replaced by test messages merely confirming that the technology works properly.
Recent release notes specifically cited this integration, but have since been edited to mention only "minor bug fixes." iAd is formally scheduled to launch on July 1st, at which point the Avantar placeholders should be replaced with real ads. The system is also dependent on iOS 4, which while available as a gold master for developers will only be distributed through iTunes later today. Some rumors hint at a 10AM Pacific (1PM Eastern) rollout.