Given that Apple knows a lot about people's buying history and demographics from the iTunes store (music, apps, etc.), I expect they're going to be able to target these ads pretty effectively. I predict you'll see Apple being pretty selective about which advertisers get into the iAds program — they want high quality brands that will be of real interest to users.
>Q: Will there be an ad approval process? A: (Jobs... super long pause) Um... well there's going to be some process... but these people are paying to run ads. So, I'm not sure it'll be anything other than a light touch.
So that implies that they won't be too selective about the advertisers, though they might just charge enough to ensure that most advertisers are high quality.
