Apple has increased the revenue share for developers in the iAd network to 70%. Earlier developers used to earn 60 % of the total iAd revenue generated within iAd supported apps. This in turn would increase the income of developers for whom iAds is the primary source of revenue for their free apps.
This 10% revenue hike for the developers could be a result of the change in the way advertisers were charged earlier. Previously Apple used to charge advertisers for both ad impressions and clicks. But now they have to pay only for displaying the ad and not for the clicks. At the same time, they’d also be paying much less than earlier. Now advertisers who want to place an ad on iAds, have to pay $100k instead of the previous $500k.