Live from Apple's iPhone OS 4 event! -- Engadget

Thats the engadget live blog on the apple event happening right now, they have just gave a preview of a new advertising platform for the iphone, iAd.

For you guys doing mobile advertising, this could well be a money spinner?

Be intresting to see your thoughts!

EDIT: It looks like something the actual developer needs to do when making up the apps, the advertising is almost like a mini app within the main app. So for mobile advertising i guess its no use, unless you make iphone apps?