There is no doubt that widgets are emerging as an excellent integration mechanism for third party services and the disaggregation of portals and media.  NewsGator widgets provide content and advertising that is relevant to advertisers, media, and viewers of the widget.  Because of this, they are also big traffic multipliers. 

For example, let's say you are a media company and you decide to place your best content into a widget.  Let's then say that this widget, hypothetically, receives 200,000 views a day on your site.  If you make the widget viral, people carry carry this content to wherever they want on the web (which will be even easier now that we've partnered with Gigya). 

Now say, again hypothetically, that this widget gets 5,000 placements (i.e., other locations on the social web).  This would lead to 1 million additional page views -- a huge multiplying effect that will increase brand exposure, boost your engagement and reach with viewers, enhance advertising/revenue potential, and drive additional site traffic. 

Seems like a no-brainer, no?