Apple has hired Adobe executive Todd Teresi to run its iAd ad program, reports “Bloomberg” (

The article says Teresi, who was vice president of Adobe’s media solutions group, has already started at Apple as vice president of iAd. The job would have Teresi reporting to Eddy Cue, a senior vice president who also oversees Apple’s iTunes and the App Store, says “Bloomberg,” quoting two unnamed people “who declined to be identified because the move hasn’t been announced.”

iAds — which debuted alongside iOS 4 in 2010 — “combine the emotion of TV advertising with the interactivity of Internet advertising,” according to Apple. The iAd platform — which is built into iOS 4and higher — allows users to stay within their app while engaging with the ad, even while watching a video, playing a game or using in-ad purchase to download an app or buy iTunes content.

Developers who join the iAd Network can incorporate a variety of advertising formats into their apps. Apple sells and serves the ads, and developers receive 60% of the iAd Network revenue, which is paid via iTunes Connect.

However, during the past year, iAd has fallen from a first place tie with Google’s Admob to third place behind Admob and Millennium Media’s ad network, leading Apple to offer advertisers more attractive terms, according to a “Wall Street Journal” report. Originally setting minimum ad buys at US$1 million, Apple is now asking advertisers to commit $400,000, the “Journal” says.