Juniper Research has calculated that the revenue generated by mobile applications will treble in the next five years, from just under $10 billion in 2009 to $32 billion (£22 billion) in 2015. That figure includes the cost of buying apps ('pay-per-download'), value-added services (including subscription charges) and advertising.

Along with yesterday's iPhone announcement, Apple also talked about said its iAd mobile advertising network. This is now set to debut on 1st July 2010. iAds will be available on iPhone and iPod touch devices running the new iOS 4 software platform and will appear within certain applications. App developers who join the iAd Network will receive 60% of iAd Network revenue.

Google's takeover of mobile advertising company AdMob has effectively been given the go-ahead by the US Federal Trade Commission. The FTC has closed its investigation after reviewing the deal and concluding that it is unlikely to harm competition in the mobile advertising market.

In a statement, the commission said that although the combination of the two leading mobile advertising networks raised serious antitrust issues, its concerns were overshadowed by Apple's recent move to launch its own competing mobile ad network. The Commission vote to close the investigation was 5-0.

Yahoo! has started running interactive mobile display advertisements that use HTML5, CSS3 and JavaScript to "deliver more engaging experiences" for advertisers and for users with compatible smartphones. It says its new ad format "bridges the gap between traditional banners and landing pages with creative executions of interactive advertisements".

The company's first campaign has been developed for the forthcoming animated film Shrek Forever After.