I can’t wait.

Since Apple would remove all client side analytics and load the Ad experience at load time, am sure the minimal data it has about app downloads coupled with the experience would drive a lot of ad clicks compared to iAd competitors.

It boils down to the improvement in brand recognition and sales that ad buyers can detect after their campaigns on iDevices.

The results could be very good at launch, when the iAd experience feels new to users, but could drop fast. The question is, will Apple come up with some thing new to track engagement, that can allow it charge higher pricing for the most important ads.

That would be hard to pull through if Apple takes the “ban analytics” high ground.

Seriously: great piece. Looking forward to see what Apple unveils and what advertisers do with the capabilities. If they continue on the system past the first launch, we know something’s working.

These ads will be persistent on the app’s screen at all times and users will trust them not to exit the app like other ads. Because of this I can see people tapping just to see what the creative is like because they’re intrigued and aren’t worried that they’ll be jettisoned out of the app their using.

You also should be able to get to a lot of demo attributes by looking at someone’s iTunes purchases and music, but that’s just my speculation.

Is the whole thing worth it? In the long term, it’s all math.

If you’re an agency looking to spend someone else’s money on something splashy, iAds are going to be insanely great. If your advertising budget has to actually produce more sales than it costs, there are better avenues.

An important part of the math is the click through rate. I agree that 1% is reasonable assumption at the outset, but I would be surprised if it were above 0.1% six months after launch, as people become trained to ignore the new ad units.