In mid 2010, Apple allowed app developers to participate in the advertising side of iAd program, by showing banner ads that link directly to their apps. With newly announced changes to iAd, which have been discussed in-depth at WWDC, Apple has furthered this push.
With the latest changes to iTunes Connect, Apple has clearly changed its approach to mobile advertising. For the last three years, Apple has targeted large brands with minimum buy-ins ranging in the hundreds of thousands of dollars. However, uptake of iAd does not seem to have been at the level Apple expected, which has had a negative impact on developers, who have commonly observed low fill rates for their ads.