• by Mark Walsh  @markfwal, April 29, 2010

Apple plans to charge a cool $1 million to run ads through its new iAd platform and up to $10 million for companies to be part of a small group of advertisers at launch, according to a Wall Street Journalstory today. Agency executives said they're used to paying between $100,000 and $200,000 for similar deals through mobile ad networks.

Apple would charge advertisers a penny for each banner ad impression and $2 when someone taps on the ad to expand the banner. Under buys like the $1 million package, costs would add up through the views and taps to reach $1 million. Unveiled earlier this month, the iAd format allows marketers to run interactive ads within applications on the iPhone and other Apple devices.