Distributable widgets

I added the above widget to my Facebook easily enough but what makes it different that the usual sources of widget distribution is that this one is a Flash based ad served through Doubleclick. There are plenty of widget distribution networks but the fact that Doubleclick is backing this one (through Gigya) adds some important things that other widget networks don’t have.

First is integrated reporting with the rest of your online media campaign. How did this perform in relation to all your different media properties? That includes spotlight tagging info which captures conversion activity on the advertisers website. Of course for high end users the DoubleClick data is transferred over to Omniture using their genesis platform.

Second, the counting system is the same. If you have ever had that doubt that one reporting system counts clicks and impressions differently than the next and hate explaining to people why certain numbers don’t match, it helps.

Finally, it also aids in looking at measurement cross channel. All the same consumers use social media, search engines, see display ads and receive email. It helps with one reporting engine to begin to understand how they relate to each other. If the data is generated by 3 or 4 different platforms there is no way to even begin to do this.