The idea, it seems, is to get half of the spending, by providing more value per view, as well as mandating both a minimum level of quality of advertisements (I

The idea, it seems, is to get half of the spending, by providing more value per view, as well as mandating both a minimum level of quality of advertisements (I recall hearing that Apple's design team was doing the ads for the first batch of companies on iAd) and implicitly supporting them by allowing them on the platform.