Given the somewhat stringent hand Apple has over iAd, news that it is to concede some of that control to Japanese advertising giant Dentsu represents something of a break from tradition.

The deal comes with a purpose, however: to give Apple a slice over one of the largest mobile advertising markets in the world.

As such, while Apple will retain control over hosting, targeting and delivering ads to the platform, Dentsu will both sell slots on the network and take over Apple's role in the creative process – Apple no doubt conceding it has somewhat less knowledge over what adverts work in Japan than it does the US or UK.

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"After an incredibly successful launch in the US where we've already doubled the number of brands on the network, we're excited to bring iAd to Japan," said iAd VP Andy Miller.

"Dentsu is one of the world's most prestigious advertising agencies, making them an ideal partner for iAds in Japan."

The Japanese firm has confirmed its subsidiary, cyber communications, will be directly responsible for Dentsu role in the new set up, providing what the two parties describe as "one-stop services for iAd in Japan including creative production and media planning".

[source: Apple]