Still impressive estimated market share
But response so far has been tepid: Marketers say they have been turned off by iAd's high price tag as well as Apple's hard-charging sales tactics and its stringent control over the creative process.
Google's AdMob service, on the other hand, is priced more reasonably, ad executives say, and is available on a wide array of devices—not just Apple products.
In response, Apple is making some changes. It is showing more willingness to bargain on the spending commitment it requires of advertisers.