updated 01:20 pm EST, Mon January 17, 2011
News Corp to skip iAd for iPad news source
News Corp.'s delayed The Daily publication will have major ads from the start but won't tap into Apple's own iAds if a slip is accurate. Land Rover, Macy's, Pepsi and Virgin are all reportedly signing onboard for the iPad magazine's first ad run. Despite Apple's rumored direct involvement, though, AdAge heard Medialets would handle the ads instead of Apple's iAd system.
The reasons for choosing an independent weren't made evident, but Apple's insistence on control of all aspects of ads might have influenced News Corp.'s ad timing and layout.
Some of the functionality of the already leaked publication also emerged. Virgin marketing VP Porter Gale noted that ads would support 3D interaction much like in the publication itself. Many of its 2D ads and other images will mimic a magazine layout despite the daily update frequency.
Apple has never intended iAd as a complete replacement for other ad networks but has usually tried to attach it to high-end clients that want a major return on their investments. News Corp.'s decision may be partly to give it an easier way to port The Daily to Android or other platforms without having to resell ad space. Only an iPad version is known to be planned so far.