I've just noticed this test banner by Quattro Wireless on the Italian version of the Eurosport app. Tapping on it doesn't quit the app but rather it pulls down a page with information for advertisers, publishers and developers. Most interestingly, tapping on a link, the new page appears through a fancy "cube" effect. Finally, by tapping on "Close", the page pulls up, returning back to the app. Is that the kind of enriched advertisements promised by iAd ?