Apple is to announce the first brands to be featured in its iAds service for iPhones in Europe.
The iAd software will offer adverts in the applications for sale in Apple's App Store, but it is up to developers to decide whether or not to include ads in their applications for a 40% share in revenue.
The iAd mobile advertising service was launched in the US in April, but enthusiasm has waned because of high prices and slow processes, according to the Financial Times.
At the time, the Wall Street Journal reported that Apple was planning to charge launch brands up to $10m, while subsequent deals were expected to be worth $1m.
Apple has twice delayed the launch of iAds in Europe in an attempt to attract top brands to the service.
In some cases, Apple has been discussing campaigns for less than its $1m minimum spend, with the first ads expected to run in early December, the FT said.
Last week, Apple announced it was planning to expand iAds to Japan in partnership with Dentsu, Japan's largest agency group.