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BizReport : Advertising : January 17, 2008
Gigya puts widgets in ad network
Advertising networks can be a huge help to many marketers. Because so much ad space is "left-over" each year, networks allow marketers to buy remnant inventory easily and can put their ads before more users. A new ad network puts a new spin on the trend by creating a widget network.
The Gigya widget platform allows marketers to create and deploy widget ads on social networks, blogs and other consumer-generated and content websites. So far about 400 advertisers have signed on to the network and some big names are included - Sony and Disney to name two. Social spaces MySpace, Facebook and Black Planet are among the social networks allowing the widget-based ads.
Widgets have grown in popularity in the past year for two reasons: advertisers can control how ads are deployed and users like widgets because they can be targeted according to site content. According to comScore more than 580 million American users looked at some form of a widget - an ad, a piece of content, a video clip - in November 2007.
For Gigya the key is the advertisement. Rather than offering content widget where ads can be placed these widgets are ad-based first. Advertisers only pay for the ads if they are installed on a social network profile, blog or other site; both Gigya and the publisher get a cut of the ad revenue.
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