This new feature is not just a simple productivity enhancement or advertisement. The icons are there to indicate which messages include "enhanced content" - real-time updates within the body of the email messages, from companies sending the emails.

Apparently this feature has been in the works for some time, at least according to the timestamp on the Google Help explanation about "enhanced content," which shows its last update was in July of this year. The explanation reads:

If you're subscribed to receive email from certain senders, the messages you receive from them will be enhanced with an interactive gadget that has up-to-date content from their website (you'll also see an icon in your inbox identifying these messages).

For example, if you receive a Pregnancy Bulletin newsletter from Babycenter, you'll be able to view up-to-date content, including the baby name of the day, and browse though the current top 100 baby names within the message. Aside from the convenience of being able to interact with certain websites from inside Gmail, the branded content will help identify that your messages are legitimate and not spoofed (we'll only show branded content when the sender authenticates their mail). We're currently testing this with a small number of senders and will decide whether to make it widely available based on user and partner feedback.

A Marketer's Dream

Real-time content updates within Gmail messages sound like a great idea as long as it doesn't slow down the loading of the message, replying, forwarding and the like. Just imagine the possibilities! In the enhanced Netflix emails, for example, you not only view your recent recommendations - you can actually add them to your queue right from within the message itself.

This sort of interactivity is sure to be an email marketer's dream as it allows for whole new levels of user engagement with the brand. Instead of simply dismissing the email with a click of the "delete" button, recipients might find themselves actually taking the time to read through what were once thought of as "throwaway" messages. In this information-overloaded era where out-of-control inboxes have many email users declaring email bankruptcy, doing mass deletes, and filtering all non-personal email to other folders, any extra incentive to not delete or ignore an email is a feature which marketers are sure to take notice of.

But a little in-email interactivity may only be scratching the surface of what this enhanced content makes possible. What could come next? Perhaps you'll soon be able to make purchases without ever leaving the confines of your inbox? As McGee writes in his post - wait until Amazon gets on board with that idea - our wallets are sure to take a beating!

One quarter of those surveyed who reverted back to Firefox 2 cited privacy as their biggest issue with Firefox 3. In an effort to curb privacy fears, Firefox 3.5 allows for private browsing, the ability to clear a portion of the history and website blocking to stop certain websites from appearing in browser history.

If Mozilla's little location bar raised this much attention, imagine the barriers facing shared browsing services and history trackers. Skabble, Hooeey and Me.dium (Now OneRiot) must have faced enormous scrutiny around user privacy. It's interesting to see privacy become an issue with browsing habits while in other areas we allow so much of our private lives to trickle into the ether.

At the very least, the service represents a good first step in bringing the web to the TV without losing that essential "TV experience" which has more to do with passively holding a remote than it does with actively typing onto a keyboard. That psychological barrier between participation levels involved in surfing the net and watching TV is probably what led early internet-enabled TV experiences to fail...like "Web TV" for example. People just don't want keyboards in the living room. Verizon seems to understand our need for more passive interaction and has made nearly everything about their web-enabled TV service easy to perform with the Verizon FiOS remote control.

Hands-On: Facebook on the TV

First things first. Before you can have any fun with the Widget Bazaar, you have to configure a parental control password. This may seem a bit odd, but it's understandable given some of the Twitter hashtags we've seen become trending topics lately. To set up the parental control passcode, you have to delve into settings. It's not really that difficult and the process was complete in a matter of moments.

Now you can enter your new passcode to access the Facebook widget, but before you begin you still have to scroll through pages and pages of an end-user agreement and select "I agree" at the end.

Once you're past these initial setup configurations, you can proceed with logging into your Facebook account. The Facebook widget only appears on one half of your screen, so you can play around with it while still continuing to watch whatever program you have on.

On the next screen, you're presented with boxes to enter in your Facebook email address and password. There's a handy option to "Remember Me" so you don't have to re-enter your email each time. You're also prompted to set up an optional numeric passcode which you can use in the future in lieu of entering in your password. I recommend doing so - pushing numbers on your remote is a lot easier and faster than using that on-screen keyboard.

Once logged in, your new Facebook sidebar appears with your current program still playing to the right. There's an option at the top to "switch user" which will probably introduce a whole new way to fight over the remote control (it's my turn on Facebook!). The first option - the one to view your "Profile" - is actually quite boring. It just displays your current profile photo and status, two things you probably don't need to see. Unfortunately, there's no way to use the on-screen keyboard to post a custom status update from within this area.

Both the "Friends - Status Updates" and the "All Friends" section looked exactly the same to me. I thought the "All Friends" section would be more like the News Feed (so-and-so posted a photo, so-and-so requested help in Mafia Wars), but that didn't appear to be the case. It's possible that all my friends were just surprisingly inactive on Facebook at the time I launched this section, but I'm not so sure. In any event, both sections looked exactly the same: a list of friends and their status messages.

The "Albums" section was particularly fun and probably the most useful of all the options. Here, you can launch a list of your Facebook photo albums and then scroll through the pictures they contained in a slideshow-like format. Another tap on the "OK" button would launch the pictures full-screen.

Finally, the best part: updating your Facebook status. An option at the bottom allows you to update your status with a pre-configured message that says what show your watching. Although I still wish that I could customize my message, this simple, one-button post option is a great feature to have.

Hands-On: Twitter on the TV

Before you can start using the Twitter widget, you have to agree yet again to another Terms of Service. Besides the typical lawyerly stuff you'd expect to see, there was an interesting section that pointed you to www22.verizon.com/terms to read more about the Digital Millennium Copyright Act for info on how to contact Verizon with claims. There was also a section that informed you how to report child pornography posted to Twitter. (I wasn't even aware that Twitter had that problem, but I guess Verizon's lawyers were just covering all their bases).

Unlike with Facebook, you don't configure your own Twitter account within this widget. That means you can't see your replies, direct messages or your friends' timeline. In other words, this widget isn't a Twitter client. That's disappointing because I'd like to be able to tweet from my TV...at the very least I think you should have the same option as in Facebook to tweet what you're watching. Sadly, that's not the case.

Instead, the Verizon Twitter widget provides more of a read-only experience. You can check out a list of the latest trends and see the related tweets, perform keyword-based searches, or even configure "favorite topics" for custom saved searches of your own. (Hint: set up a favorite search for your Twitter username to keep track of replies).

The interface to all these options looks the same: tweets on the right, TV show playing on the left - just like with the Facebook widget. The tweets don't update automatically, but you can press "OK" on your remote to refresh them. You can also scroll up and down through the list to see more.

The absolute coolest option within the Twitter widget is its ability to display tweets about the current show. In my case, I was watching "Pan's Labyrinth" on HBO (which is, by the way, an odd but interesting tale). Surprisingly, there were a few others tweeting about this movie, too. Of course, had I been watching something more common - like American Idol for instance - there surely would have been tons more tweets to see. The only problem with the way these tweets are displayed is the lack of a timestamp. I really don't know if these folks were watching Pan's Labyrinth with me right now or if they were watching it sometime in the past.

Conclusion

Overall, I'm thrilled to have this sort of functionality on my TV, but I'd like to see a few improvements. I'd like the option to make the Twitter widget more of a client so I can tweet an opinion about what I'm watching or at least that I'm watching something. Although the on-screen keyboard is cumbersome and slow, what better way to kill time in between commercials? I'd also like to type in custom Facebook status messages in the same way.

The only other major complaint was speed. There was a bit of a delay when scrolling through photos in my album, for example, and hitting the scroll button again and again only led to the selection moving way too far ahead of where I wanted to go. I should have known better than to keep mashing it, but with TVs, you expect instant reactions. Channel Up changes the channel immediately, for example, without any delay.

Also, when viewing tweets, scrolling up and down through the list did a weird refresh of the entire screen which was distracting. I didn't see the same type of refresh when scrolling through Facebook updates, so it seems like something is really off there. Perhaps the widget also doing a search to look for more current updates...I'm not sure. In any event, it needs to be fixed.

But at the end of the day, despite these issues, having Facebook and Twitter on my TV is truly incredible.

Oh, I should also mention that the Widget Bazaar introduces two other widgets: Sudoku and ESPN Fantasy Sports. More widgets will launch in the future. I've only included a selection of images in this post, for all the photos from my TV, you can visit the online album here.

When adding the gadgets to iGoogle or Gmail, you won't have to enter in your Zoho account information in order to access your Zoho data. That's thanks to the oAuth support built in. In order to add a custom gadget to Gmail, you must first turn on a particular setting in labs which allows for this (Enable "Add any gadget by URL" in Labs).

Note: To learn more about custom Gmail gadgets, go here.

In social networks like Facebook and Orkut, the gadgets function more like applications. Once you click the link on the Gadgets page to add them to your profile, you'll be taken to a page where you'll need to enter in your account information before they will appear in your Applications list.

Finally, for OpenSocial compatible networks and applications, a link to an XML file is provided and for anywhere else you need a gadget, there's a generic embed code that can be used.

For anyone thinking of making the switch from Google Docs or Gmail over to the Zoho Suite, gadgets like these can make the transition easier as you'll be able to keep up with what's new even when you're still in your Google applications. And for those of us who spend entirely too much time in social networks, having these gadgets on hand means we won't miss out on the important information that matters most.

Now head over to the "Gadgets" section in Settings. For any of the gadgets listed below, all you have to do is enter in (or even better, copy and paste) the gadget URL provided into the box. Click "Add" and you're finished!

Twitter Gadget

The Twitter Gadget is a recent favorite of ours. Once installed, it provides a box where you can update your status, check your friends' timeline, read your replies and direct messages, and view your favorites.

Gadget URL: http://www.twittergadget.com/gadget_gmail.xml

Google Map Search

Need to look up an address which was just emailed to you? The Google Map Search lets you do so without having to leave Gmail. Just enter the location in the box provided and click "Search."

Gadget URL: http://www.google.com/ig/modules/mapsearch.xml

Facebook Gadget

Can't get enough Facebook and aren't up to installing the Xoopit Gmail plugin? Another option is the Facebook gadget which lets you get your latest Facebook notifications, check on your friends' updates, view photos, and even perform Facebook searches right within the gadget itself. The first time you install it, you'll have to authenticate with Facebook to give the gadget permission to access your account.

Gadget URL: http://www.brianngo.net/ig/facebook.xml

FriendFeed Gadget

If you're more of a FriendFeeder than Facebooker (or maybe you're both), another gadget you'll probably like is the FriendFeed gadget. This one is a Google Gadget repurposed for Gmail and it just displays your Home Feed, nothing more. There are no settings to customize and the layout hasn't been configured specifically for the small size of the Gmail sidebar. However, it is scrollable and you can "like" and comment within the gadget. If you need your FriendFeed everywhere, it's not a bad option.

Gadget URL: http://friendfeed.com/embed/googlegadget/spec

Digg Gadget

The Digg gadget lets you check out Digg's top stories within your Gmail sidebar. You can choose to just see News, Videos, or Images, or you can view all the stories. You can also use the drop-down box to pick which sub-section of stories you're interested in seeing (Technology, Politics, Science, Gaming, etc.). If you scroll over to the right, the gadget lets you access your friends list and your settings, which is, by the way, the area where you'll need to enter in your Digg username.

Gadget URL: http://digg.com/goog/ig.xml

Honorable Mentions

Here are a few other gadgets you may find of use. These aren't our personal favorites, but perhaps they will be yours:

World Clock: http://gad.getpla.net/poly/clock.xml

Google Translate: http://www.google.com/ig/modules/dictionary.xml

Ask a Word (Dictionary, Thesaurus, Encyclopedia): http://www.openinventions.com/spellcheck/openinventions_spellcheck.xml

Delicious Gadget: http://www.labpixies.com/campaigns/delicious/delicious.xml

MySpace Gadget: http://hosting.gmodules.com/ig/gadgets/file/100080069921643878012/myspace.xml

Flickr Gadget: http://hosting.gmodules.com/ig/gadgets/file/100080069921643878012/flickr.xml

Remember the Milk (Task List): http://www.rememberthemilk.com/services/modules/googleig/rtm.xml

Bit.ly URL Shortner: http://hosting.gmodules.com/ig/gadgets/file/107368512201818821991/bitly-shortener.xml

Orkut Scrapbook: http://hosting.gmodules.com/ig/gadgets/file/105297062528314471242/doomer_orkut_scrapbook.xml

Wikipedia Search: http://www.google.com/ig/modules/wikipedia.xml

Google Calculator: http://calebegg.com/calc.xm

Currency Converter: http://www.ac-markets.com/forex/currencyconverter.xml

Quick Links to Google Services: http://blakewest.googlepages.com/googleservices.xml

Gmail supports iGoogle gadgets, too, so you can actually add any gadget you want. Just find your favorite gadget, click the "share this gadget" option, and then copy the URL that ends with ".xml." However, be aware that not all gadgets will look good when smashed into the Gmail sidebar.

The BlastCasta widget works with or without FeedBurner and provides options to filter your feed by keyword, sort it differently or translate it into any of 23 different languages. There's tickers and widgets and an API. BlastCasta could be a good option for publishers targeting tech savvy or mainstream international audiences.

The widget's small button can be swapped out with your own, there are some options to change the appearance of the drop down widget of options and there's API level access for developers wishing to dive deep into the functionality.

There are some usability improvements that could be made to the service; the feed combining feature is a nice idea but could use a clearer path to real use cases, for example. Integration with Postrank could be very useful, too. There is a risk that BlastCasta is going to get your feed "all dressed up with nowhere to go." Feed lovers are very creative people, though, so readers may find useful ways to use this service. There's certainly miles of room left for innovation in the feed manipulation space. This could be a cool way to make subscribing to your feed a more flexible experience for readers.

To check out the new service, visit BlastCasta's feed action widget page.

When we saw drag and drop widget creation service Sprout Builder launch at the DEMO conference a year ago this month, we called it far and away our favorite company that launched there. A year later the cold reality of financial survival beckons and Sprout has announced that there is no longer any such thing as a free widget. Users will need to pay a minimum of $140 for a year of uptime for three widget projects.

We hoped that the company would be acquired by a large benefactor and kept free, or that enough widgets would proliferate to make the free service profitable. Apparently that's not been the case.

Time and time again, many of the most innovative services online today run out of money before the huge number of potential and diverse users that could find value in them end up discovering them. Those services end up serving instead the world of advertising, or as is the case with many of the most awe inspiring research technologies - financial services professionals. We certainly don't have anything against advertising, it pays our bills and we'd love it if you went right now to check out our advertisers, but when a really innovative technology ends up hanging a sign that says "for advertising companies only" on its door - that really rubs us wrong.

Sprout's price sheet is hardly unreasonable for people who want to use the tool in their work, but now that it will cost you $300 a month to make more than 7 of these widgets - that's going to cut a significant portion of potential users out of the loop. Would-be widget makers looking for something free and easy to use can check out iWidgets as one alternative, although the primary language there about monetizing your content and socializing your brand is just as vomit inducing.

Remember how the web (and "web 2.0") were supposed to be a huge force of democratization? As we all know, time and again it turns into just another ad platform to sell lowest common denominator mass marketed commercial trash. That is really a tragedy.

Remember Web TV? It's still around, believe it or not, now rebranded as MSN TV. With a set-top box and keyboard, you can browse the web from the comfort of your couch. For whatever reason, it didn't take off. From personal experience, after some initial oohs and aahs, our household quickly grew bored with our Web TV box. If you used the service, too, you probably felt the same.

Why didn't it work? Perhaps people didn't really want to use a keyboard in their living room. Or perhaps it just launched too soon. Its heyday was in the 1990's, a time when there wasn't as much compelling content to view. This was long before the launch of sites like YouTube and Hulu. Because of this and more, Web TV never became the revolution that it intended to be.

But today we're seeing a new attempt to revive the the goal of bringing the "internet to your living room." Instead of Web TV, what we're seeing instead are televisions being dubbed "connected TVs."

The New Connected TV

Sans set-top box, these new "connected" TVs have all the web-enabling components built right in. This apparently is what will be the reason for their success this time around...if you believe the hype.

One of the better integrations involves Netflix's deal with Korea's LG Electronics, Inc.Their partnership which will deliver a new line of high-def TVs with the Netflix service built directly into the set itself. With 12,000 titles to choose from at launch, this connected TV is one that's sure to become quite popular if the company can get the pricing right.

Other TV manufacturers including Samsung, Sony, LG, and VIZIO introduced sets with Yahoo widget technology integrated into their products. These widgets don't just provide Yahoo content like Sports and News, but rather deliver a platform on which widgets can be built. Says Yahoo, their platform allows developers to extend their "brand, services, and content" to new users by creating TV widgets using Yahoo's Widget Engine.

Yahoo Widget Engine, Now for the TV

The Yahoo Widget Engine evolved from the Konfabulator platform, a product that delivered some of the very first web-enabled apps that floated on your computer's desktop. These widgets give you quick access to information and news which you can see without having to keep a browser window open.

Now those same web-enabled widgets can be ported over to digital TVs. The Widget Engine provides an entry-level framework and Widget Development Kit (WDK) which allows developers to code for the constrained hardware capabilities of these new connected TVs. In addition, Yahoo's Widget Channel API will provide access to internet technologies including Konfabulator's JavaScript and XML as well as HTML.

There are already a few Yahoo! TV widgets available now and several more have been announced as coming soon. In the upcoming section, widgets from Showtime, Netflix, Blockbuster on Demand, CinemaNow, The New York Times, USA Today Sports, CBS Fantasy Football, Rallypoint Fantasy Sports, Acedo Funspot Games, Flickr, and, of course, Yahoo (News, Weather, Finance, and Video), have been announced.

Twitter from Your TV

Lest we forgot: there will also be a Twitter widget available. That widget alone could usher in a whole new area of interactive television. As we've already seen on channels like CNN, some reporters are currently using Twitter to gather real-time information about events from TV viewers. Imagine how many more people could participate if Twitter was enabled on the television itself. Outside of news, other shows could potentially use Twitter for entertainment purposes, enabling a live back channel where you could Twitter your thoughts or questions about the content you were viewing.

MySpace Brings Social Networking to the TV

Among the widgets available today, Yahoo has announced an eBay widget, a CBS Entertainment widget, and a MySpace widget. It's the MySpace one that's garnered the most press so far as it will enable two-way interaction with the social network and your friends while watching TV.

MySpace widget users will be able to receive dynamic updates from friends, read and respond to messages, browse friends' profiles, photos, and requests, and see status and mood updates. It takes the solitary act of watching TV and turns it into what could be a more social experience. It's easy to imagine groups of friends watching shows together, messaging each other throughout the viewing.

The MySpace widget, like several others, will be ad-supported. That raises the question if these new widgets could become a source of advertising revenue for content producers. As more people time shift TV shows for later viewing, skipping through the commercials with their remote, TV shows' advertising revenues have been affected. Now, TV networks could easily create and deliver widgets for their most popular shows, letting fans interact with each other whenever they watched, as they do on the numerous forum-like TV message boards found across the internet today.

Of course, we could be getting ahead of ourselves here with that last idea - nothing of the sort has been announced. Still, we think it would be a great idea. (Who wouldn't want to join a live backchannel of ABC's "Lost", for example? What is that smoke monster?)

Will Connected TVs Succeed?

Will the new internet-connected TVs work where Web TV failed? It's possible. For one thing, this time we're not just transplanting the internet in its entirety to the living room, where many people already stash their netbooks and notebooks for the quick Google search or email check during their TV viewing.

Instead, the TV experience is simply being enhanced by the web-enabled technologies - which you can choose to use or not use as you wish. If you're just relaxing, you may want to just enjoy the normal passive TV experience. But for certain events - favorite shows, sports, breaking news - you may choose to interact with others via the widgets over social media like MySpace and Twitter. Other widgets like News and Entertainment listings will also be convenient ways to get bite-sized information without having to pull out the computer.

The key point here with these new connected TVs is that the widgets don't interrupt what people think of as the "TV experience." Explains Genevieve Bell, an anthropologist and director of the user experience group in Intel's digital-home group, people have extremely strong bonds to their TV sets. "Any effort to add internet content needs to be just as simple and not interfere with the experiences and behavior patterns the users enjoy." What that means, she says, is that the interaction needs to take place using a conventional remote control - not a computer keyboard or on-screen web browser.

The only question that remains is whether people will buy a new TV just for the widgets? Probably not. This is a fun addition, but not a major technology breakthrough like HDTV. Still, if you're out shopping for a new TV anyway, a connected TV may certainly make your list as one of the sets to consider.

PostRank scores every item in your (or any) RSS feed, by number of comments, inbound links, saves in Delicious, mentions on Twitter, votes on Digg, etc. It then offers a filtered view or feed of the most relatively popular posts in that feed. The new top posts widget offers powerful new functionality, can be customized and installed in less than a few minutes and looks really hot.

Some publishers might hesitate to let users easily subscribe to such a filtered feed from their site - but those are often people who wouldn't subscribe at all if you didn't give them such a personalized option.

We've embedded the widget below - give it a try and you'll see what a powerful experience it offers.

The new widget also comes with a WordPress plug-in that will display each post's Postrank score in your WordPress dashboard. That's pretty hot.

Using this widget out of the box is really easy and it should fit nicely on your blog's sidebar. Unfortunately changing the size of the widget to put it anywhere else is a real pain - you can see all the white space above. It made us quite angry, in fact! The company said there was a bug that should be fixed promptly though, so hopefully all problems will be solved. There really are too few customization options. It would also be nice to be able to hover over the post rank numbers and see a popup of criteria for that score as well, as you can on the main site.

That minor frustration aside, we're very impressed with this new widget's speed and functionality. We expect to see it on a lot of blog sidebars around the web soon.

In addition to displaying account balances, this new gadget, now available for download from Fidelity Labs, can also be configured to display alerts on certain account-related activities, including trade notifications and price trigger alerts. Customers can choose to either add the Secure Gadget as a standalone gadget or they can click a button to add a customized Fidelity Tab to their iGoogle. The tab includes the gadget itself, plus two RSS feeds from Fidelity: Fidelity Investor's Weekly and Fidelity Investment Insight Podcast.

Fidelity iGoogle tab (click to view larger):

To use the gadget, customers log in using their SSN or Customer ID and PIN, as they would do online. That information is not saved on Google's servers on any other 3rd party servers, says Fidelity.

The Fidelity Labs web site states that they developed the gadget, but it looks to us like it came from WorkLight, an enterprise 2.0 startup whose banking 2.0 survey data we reviewed earlier this year. At that time, the survey results showed that nearly half of the respondents said they would use web 2.0 tools if offered by their current bank. We also took note of the secure banking gadgets they had under development - gadgets that greatly resemble this one from Fidelity - which we considered to be very promising technology.

The release of Fidelity's gadget may hint at the beginnings of a new trend in banking - making banking 2.0 mainstream. Along with numerous web 2.0 services for managing finances, many of today's banking customers can manage their money from their mobile phones while other customers are receiving personalized recommendations on their iPhones, as well. However, none of the services offered so far have the potential for mainstreaming banking 2.0 the way a Google homepage gadget could. It's already a technology most everyone is familiar with and it's being offered by the financial institution itself, which should help customers feel comfortable about its security. We hope more financial institutions will start offering gadgets of their own in the near future.

The Boulder, Colorado company did an interesting survey of the widget-o-sphere, if you will, and found that 45% of the search widgets it found were its own. 47% were from Google. We (more or less) believe these numbers and think we've got some idea why Lijit is as popular as it is.

Lijit defines a widget for the purpose of its survey as: any regularly-occurring functionality on a blog powered by an external service, voluntarily installed by the blog owner, and powered by Flash or Javascript. A simpler definition is that a widget is a little bit of code people drop into their website that makes things happen, either dynamic content or functionality.

Lijit looked at 184,431 blogs and found at least one "widget" on 79.5% of them (146,636 total). 10.39% of those blogs had a widget put on it for search. (We've got search widgets on our site, for example, from our sponsors Quintura and Eurekster.) The company counted more than 1,200,000 widgets in total.

Whose search widgets are most popular? Google's by just a little bit, Lijit says. 47% of the search widgets they found were made by Google services like Google Co-op. Lijit had 45% of the widgets on surveyed pages.

Other popular blog search widgets, trailing far behind, included Sphere, Blogbar.org, IceRocket, Eurekster and Quintura.

Are These Numbers Believable?

We believe these numbers - roughly. We asked competitor Eurekster if they believed that Lijit was nearly as popular as Google site search and they said they were apt to believe it as well. Searches around various social media environments show that people talk about installing Lijit widgets quite often, too.

The company adds the following caveat: "Our crawl is 'centered' on blogs with our Lijit widget. Our crawler then expands outwards by following blogrolls. This will give a bias to the overall results." It sure will! We're not ready to take these numbers to the bank but after swallowing a big grain of salt, we can accept the general conclusion: Lijit search widgets are very popular, popular enough to rival Google search widgets.

Why is Lijit So Popular?

The Lijit user experience is quite good. We've discussed the company's excellent method of getting users to fill out their profiles before. Those profiles enable a blog's visitors to search not just that single blog, but also the author's social bookmarks and other online content. The searches are done without taking readers off-site, results appear in a light-box popup. The results pages are very intuitive, designed to look like the Google Custom Search engine that powers Lijit. Site owners receive a weekly email with interesting analytics about what kinds of searches are bringing readers to their sites.

All of that ads up to a great value proposition. Thus we're not surprised that Lijit is as popular as it is.

Check out this post on the Lijit blog for more details from the company's widget survey, including numbers on which video widgets are most popular, what types of widgets in general are popular, etc. It's interesting data.

Customization and Widgets for Social Networks

AOL users can now see updates from AIM, Facebook, and MySpace right on the homepage. Support for Bebo and Twitter is coming soon. This move comes just a few weeks after AOL also allowed its users to check mail from third-party email services right from the homepage.

The most interesting update is probably the inclusion of a prominent RSS reader widget at the bottom of the homepage.

The new AOL homepage also allows users to customize the main navigation bar with bookmarks, local news, and RSS feeds. AOL Mail has also been updated to match the look and feel of the new homepage.

AOL also announced that it will now give advertisers the option to offer customized wallpapers for the homepage and more rich media content through AOL's Platform A.

Is Traffic to AOL.com Growing?

According to AOL, year-over-years visits to AOL.com grew 15%, while total minutes were up 40%. It should be noted, however, that both Compete and Google Trends show a downwards trend over the last year.

While it might be hard to get excited about new features on AOL, it is good to see that the company is bringing more social networking and customization features to its user base.

The new MyAOL platform is an OpenSocial container based on the gadgets.*API, meaning developers shouldn't have to do much to get their widgets up and running on it. A fair number of MyAOL gadgets already have millions of users, so the new developer site seems like a real opportunity.

The new MyAOL platform enters the game at a complicated time. Widgets, little modules of content and functionality easily embedded into websites but built by 3rd parties, were supposed to be the future of the web, according to some advocates in recent years. The Facebook Platform was heralded as the widget Holy Land, but key site design decisions treated widgets poorly from the start and subsequent Facebook redesigns have banished them to near invisibility.

Defenders of the platform argue that the redesigned site just keeps really stupid apps from proliferating, making it all the more important to build widgets for actual utility. Scott Rafer, the genuinely brilliant if cynical co-founder of widget ad company Lookery, says the new Facebook is dead to him as a widget man. As a bulk-ad sales guy, Rafer's company deals in very large part with really stupid widget apps. So it goes. If your platform isn't supportive of stupid widgets, then your platform essentially doesn't support widgets at all.

MyAOL is Big

MyAOL is a good old fashioned startpage. An increasing number of AOL properties have recently started incorporating 3rd party content and moving towards a strategy of openness. AOL has a bad rap but is doing some innovative things.

The company's new platform gives third party developers access to a large group of users. How big is the AOL platform? 10 million people have installed the AOL Weather widget, 6 million have installed the Topix.net news app and there are 1 million AOL Pandora users. Those are very respectable numbers! In fact, they are much higher than almost all of the Facebook app numbers, though Facebook only exposes "active users."

The point is, it's a strange time for the much-hyped widget but the opening of the MyAOL platform represents a good opportunity. In Firefox on my Mac the site doesn't work very well, but it works well enough for millions of people. Widgets remain a promising paradigm, if only the host sites are truly comfortable promoting widget use for the long term, instead of burying 3rd party widgets and renewing their focus on in-house links.

Google has also updated the iGoogle interface and a number of content providers have updated their gadgets to make better use of the canvas view as well.

The Gmail gadget now allows you to perform some of the most common email tasks, including actions like send or reply to messages without having to leave the iGoogle page (though you can also launch the full Gmail client from iGoogle).

Google Reader Integration

iGoogle now makes use of Google Reader's interface for browsing your RSS feeds. Thanks to this, iGoogle users can now share items directly from iGoogle and browse through their feeds just like they would in the regular Google Reader.

Other Updates: No More Tabs

Google has also made some changes to the iGoogle interface. The tabs at the top of the page have now been replaced with a navigation bar on the left side of the screen, for example. This is especially useful if you use a lot of gadgets that make use of the canvas view.

Some content providers like the The New York Times, The Wall Street Journal and The Washington Post have also updated their gadgets to make use of the full-screen canvas view.

It's all About the Canvas

Google is clearly positioning iGoogle as a one-stop resource for all Google products. So far, it shared its fate with most other similar services like Netvibes. It was a good homepage for your browser, but the gadgets and widgets on the site didn't provide enough functionality to keep you coming back during the day. Now, iGoogle is basically becoming an interface to the rest of Google's product line and has instantly become far more useful.

Monetizing a Button

The AddThis platform, which we also use here on RWW, should be a good fit for Clearspring, though it is not quite clear how Clearspring could monetize the service.

For users, AddThis is simply a convenient way to share and bookmark interesting sites. The problem with this, of course, is that a bookmarking button is extremely hard to monetize. Unlike some of its competitors like delicious or ma.gnolia, AddThis is not a destination site for most of its users, but simply a feature provided by the publisher.

Clearspring is clearly looking to expand its audience, but, as Josh Catone points out, it also gives Clearspring access to an enormous vault of data about sharing on the net, which it could use to build an advertising and marketing platform. Over time, it will be interesting to see how Clearspring plans to integrate these two products.