Widgets take the spotlight

Adding to the American love affair with gadgets are web based widgets. Most people have used them, but have no inclination of what a widget actually is.

For those few, a widget is anything that can be embedded within a page of HTML (ie, a web page). A widget adds some content to that page that is not static. Generally widgets are third party originated, though they can be home made. Widgets are also known as modules, snippets, and plug-ins.

Think you got it? See the little counter in the right-hand column of this page - it's a widget. Double click any word in this blog. The bubble that pops up is the result of widget programming. Pretty cool, eh? Many new online companies have begun to offer widget-creation services for other businesses.

According to media week, companies are just beginning to see the mass potential for profitability from these nifty little creations. What a surprise! Now that we've finally figured out a way to block all those annoying pop-ups of the past, widgets are the answer to personalizing consumer outreach.

So here's the big idea: by creating personalized widgets through host servers, consumers are basically creating free advertising for companies through blogs (like this one) and online businesses. Say hello to the newest form of invasive advertising, only this time, everyone wins with a cool gadget and free publicity.