Doubts About Widget Ads Value
However, Parr also said there is some doubt about the value of widget ads going forward. "I think it remains to be seen the degree to which these ads will be able to scale, or whether a year from now there's going to be any demand for the delivery of ad-supported widgets," Parr said.
, also uses its Wildfire technology to track all the ways consumers are interacting with a widget's features and functionality.
Wildfire tracks more than two billion widget impressions per month and installs more than 300,000 widgets per day from more than 400 widget sites to the top social networks and blogs. AvenueA/Razorfish, Kimberly-Clark, Jive Records and 360i are some of the advertisers reaping the benefits of thousands of widget installs per day through the Gigya network, which currently has more than 400 members. Pashman said Gigya is offering widget design, development and hosting to its advertising clients through its Social Media Marketing Platform, but the company prefers that advertisers build and customize the widgets they want and then turn them over to Gigya, which will distribute and track them.