Microsoft Advertising has appealed to advertisers to adopt the CPEX (Cost Per Exposure) model for brand campaigns and reserve the click and the impression for their DR media spend. The call was backed up by a study carried out in conjunction with Eyeblaster. The report showed that the greater the “dwell” time spent on an ad, the more positive a user reacts towards a brand after seeing it. [AOP]

Apple unveiled its new ad platform yesterday. The iAd platform is looking to help developers monetise their free apps. Apple will give app developers 60% of any sales. Apple is looking to stand out from the other big players in the mobile ad market – notable Admob - by delivering more rich media ads within participating apps. But will developers allow themselves to be exclusively locked into the Apple advertising offering? Will be interesting to see how Apple deals with rival ad nets looking to grab market share among app developers? [Business Insider]

AdAudience is now live. The new audience network is a collaboration between five of the biggest publishers in the German market - namely, G+J Electronic Media Sales, IP Germany, SevenOne Media and Tomorrow Focus. AdAudience is being headed up by Frank Herold, formerly Director of Sales at IP Interactive Germany, and its sales team is now bringing its offering to market. Doubtless other big European publishers will be looking on with interest to see how the new partnership works out. [AdAudience]