Apple’s new iAd mobile advertising platform is pleasing early partners on both sides, according to a Los Angeles Times report. Application developers, including Dictionary.com and CBS Mobile, told the paper that iAd is allowing them to charge more for ad space in their applications — a 177% increase in Dictionary.com’s case. Meanwhile, advertisers like Nissan and Unilever report that their initial ads are attracting more users and holding their attention for a longer period of time. “We feel pretty strongly that this is the way to capitalize on where the mobile Web is heading,” said Chad Jacoby, a senior manager of Nissan’s media operations. “What iAd promises is the most progressive thing I’ve seen to date” in digital advertising. Rob Master, the North American media director for Unilever — which ran an iAd for its men’s line of Dove hygiene products — said the company’s iAd resulted in a double-digit percentage of users seeking more information about the product. “The ad served to help rally the organization at large” to the possibility of iAd advertising, he said. “And now that we’ve been through one, the amount of time and team dedicated [to producing an ad] drops dramatically.” Apple began rolling out its iAd platform on July 1.