Apple is this week expected to reveal the first major brands who’ve signed-up for iAds in Europe, though initial euphoria greeting the launch of the service has now waned, with ads agencies complaining on price and that Apple are difficult to work with. The Financial Times reports Apple has delayed launching the service in Europe twice in the last few weeks, and has reportedly been willing to move slightly on price in order to attract big name brands.

Apple last week announced it would bring iAds to Japan in partnership with Dentsu

“Early adopters could include L’Oréal, Renault and Nestlé, with two or three campaigns running on iPhone and iPod touch apps in early December,” the FT warns, “most will not run until next year,” the report informs.

Advertisers are interested in getting through to the huge market of iOS device users. Apple offers demographic and targeting information ads agencies want to exploit.

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