Google is seizing on the popularity of widgets - small online tools that function like mini-Web sites - for its latest push into advertising.

Marketers can use space within these display ads on Google?s network to show videos, offer chats with celebrities, play host to games or other activities. If consumers like the widget ad, they can save it onto their desktops or on their profile pages online on sites like Facebook and MySpace.

One big advantage of the technology is that the consumer does not have to click through to a Web site. A weather widget, for example, would constantly update the weather report in a particular area. Similarly, marketers could feature content to attract consumers while constantly updating their own messages.

Get the full story at The New York Times