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Yahoo CEO Carol Bartz  (Source: Computer Weekly)
Did she speak too soon?

Last week, Yahoo CEO Carol Bartz took the time to slam Apple's iAd initiative and said that her company wouldn't be partaking in a similar effort to bolster its fortunes in the booming mobile advertising business. ”That’s going to fall apart for them,” Bartz told Reuters on Wednesday. “Advertisers are not going to have that type of control over them. Apple wants total control over those ads.”

However, the Wall Street Journal's Kara Swisher aptly points out that while Yahoo's CEO isn't too keen on iAds, others within the Yahoo organization have obviously given the go-ahead to use the platform. Swisher notes that Yahoo has been using the iAd platform to advertise its Sportacular app for the iPhone within the Pandora app.

Apple's iAd program is the result of the company's $275 million purchase of Quattro Wireless. With iAd, developers can deliver advertisements to apps which don't "kick" users out to Safari in order to interact with content. In addition, it shuns the ever-present Adobe Flash for interactive content; it instead is based around HTML5.



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