MediaPost suggests it might be called "iAd" and will be tied to mobile devices. It follows the Apple acquisition in recent months of Quattro (and Google's acquisition of AdMob). And its implications for the news and information business are profound as they deliver content across the smartphone system.
In this instance the battle line shifts from the devices --- the iPhone and iPad against the Android --- to the content they carry again. Already Apple has found ways to diversify its revenue stream that Google hasn't, but now the battleground will be Madison Avenue.