Apple is opening the door to its iAd program today, specifically to iAd Workbench, its ad creation and management tool.

When the company first launched the Workbench last year, it was aimed at developers who wanted to advertise their apps. With today’s changes, the company is hoping to bring on a broader range of advertisers.

For one thing, anyone with an Apple ID can now log in, rather than just those who have iOS developer accounts. In addition, instead of just ending the ad by asking users to tap to download the app, advertisers can play a 30-to-60-second video, drive users to their websites, and promote iTunes content. And the ads are no longer purely cost-per-click, but can be priced based on CPM (cost per thousand impressions), as well. In other words, it’s all about serving different kinds of advertisers and use cases.

With Workbench, Apple says advertisers can create, price…

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