updated 03:47 pm EDT, Tue April 1, 2014
New spots can direct people to websites, iTunes content
Apple has today significantly opened up iAd Workbench, the tool used to submit and manage iAd campaigns. Ad Age notes that Workbench is now accessible to anyone with an Apple ID, where previously accounts were restricted to registered app developers. That should expose iAd to a more Google-like advertising base, in which anyone can participate; when it was originally introduced in 2010, iAd was targeted exclusively at major corporations able to afford the then-minimum buy-in of $1 million. New ad buyers can choose to operate on a cost-per-click or cost-per-thousand impressions basis.
Workbench is also gaining other new features, namely video ads. These clips must be short, but can also direct people to a website or iTunes content, and not just an iOS app.
Campaigns created with Workbench still can't appear iTunes Radio. Apple may be choosing to keep curating advertisers for that format until it can set tools and development criteria in stone.