Last week, at the preview of the new iPhone 4.0 OS, Steve Jobs announced Apple's heavily-anticipated mobile advertising platform, iAd. This new platform will enable advertisers to reach the massive iPhone audience using innovative, immersive advertising. iAd will also impact iPad users, as Apple's most recent launch uses the iPhone OS as well.

Continuing Apple's rejection of Flash, and adding further fuel to the fire they've got going with Adobe, iAd employs HTML5 to create advertising that is fully interactive. According to Jobs, the main goal here was to create advertising that users aren't afraid to click on, as it is displayed within the app itself. Additionally, the ads shown had functions that went beyond traditional advertising-an ad for Toy Story 3 had a game integrated in it, while an ad for Nike featured a brief history of the brand which users could flip through.

Close on the heels of Apple's announcement, Twitter too announced their long-awaited advertising platform. Using a system akin to Google's AdSense, Twitter's advertising platform will feature sponsored messages above search results, with advertisers able to employ keywords and hash tags to feature higher in search results.

Both of these advertising platforms are poised to rewrite the way advertising is seen on their respective mediums.