September 2007 Archives

  1. Sep30

    Widget nomenclature

    Widget terminology often confuses newcomers. The variance of terms -- widget, gadget, module, badge, button, etc. -- can create impressions of a fragmented industry in its early days, not able to agree on anything as simple as a name. In this post I will walk you through the etymology and nomenclature of widgets and its variances. I interpret each term as a separate meaning, not a synonym, depending on the structure and use of widget content.

    A "widget" is a generic term for a manufactured object. The word first occurs in the 1924 Broadway play Beggar on Horseback as an object with no real value, yet mass produced for common usage. The main character is torn between his poor living as an artist creating things he enjoys, or a job in a factory creating meaningless "widgets." In economics we reference a widget as a generic object that should not distract from the example at hand. We reference Bob's Widget Shop instead of Bob's Donut Shop to focus on the growth numbers, optimum pricing, and other aspects of economics where the details of a donut are irrelevant.

    The term "widget" is also used to describe the basic building blocks of a desktop operating system's graphical user interface. Desktop application developers can take advantage of standard user interface libraries such as a menu, buttons, or display pane. Ralph Swick and Mark Ackerman of MIT chose this word for the X Window System in 1988. The term is still used today in the desktop development space to describe building new user interfaces.

    We chose this term since all other common terms were overloaded with inappropriate connotations. We offer the observation to the skeptical, however, that the principal realization of a widget is its associated X window and the common initial letter is not un-useful.

    The familiar idea of a desktop building block is easily extended to the world of Konfabulator "widgets." Associating the name of Konfabulator's customizable objects with the small configuration tools of the OS helped desktop developers more quickly grasp the new concept blending Web and desktop technologies.

    Web widgets

    Apple owns the trademark on the term "web widget" for "software for use in creating other Internet and web-based software." Large international corporations such as Microsoft and Google likely conducted a trademark search and stayed away from the term for their web products, instead opting to use "gadget."

    Personalized homepages such as iGoogle and Live.com refer to the multiple components of their pages as "modules" within their source code, which makes sense in a web context.

    Web badge

    Made on a Mac

    A web badge is the bumper sticker of the Internet. Web badges are small pieces of flair placed in a site's sidebar or footer to display an affiliation with a group or cause. Over the years we have seen small images promoting a site's XHTML or CSS compliance, an author's support for a political candidate, or fans of the Chicago Bears or Apple computers proudly displaying their support.

    Dynamic web badges might pull in the total money raised for a campaign or display the score from last night's Cubs game to improve its usefulness and impact.

    Web button

    Digg this button

    A web button is a small piece of interactive content placed on a web page. Web buttons prompt the user to take action by adding the page to their bookmarks, adding a vote on a social news site, or viewing related content. The most popular web buttons such as Digg and del.icio.us integrate live contextual data with a call to action.

    Plug-ins

    Widget plugins are integrated pieces of a site's publishing experience. Plugins operate on an author's server and can take full advantage of server-side scripting, template integrations, and site-wide publishing preferences. Popular blogging tools Drupal, Movable Type, and WordPress support sidebar widgets powered by plugins.

    Summary

    Widgets come in many shapes, sizes, and functions and luckily there are specific terms to describe each. Desktop widgets, personal homepage modules, webpages pages, blog post buttons, blog sidebar widgets and plugins all describe what we generically call widgets.

  2. Sep27

    A brief widget history

    The widget technology we take for granted today has been over 25 years in the making. Small pieces of customized desktop and web content have made their way into our lives whether you call it an accessory, a widget, a web part, or a gadget. Below is a visual timeline of widget history and a brief summary of how some of today's widget sectors got their start.

    Widget timeline displaying major events in widget history.

    Desk ornaments

    Widget concepts date back to the invention of the graphical user interface for home use. Bud Tribble and Andy Hertzfeld brainstormed a concept named "desk ornaments" in 1981 for the original Macintosh operating system. These ornaments, later renamed accessories, wrapped small computing functions such as a calculator, notepad, or simple games within a single application.

    Personalized homepage

    Netscape PowerStart was a personal start page application built-in to the Netscape Navigator web browser in 1996. PowerStart was released just two weeks after the original My Yahoo! and included many of the dynamic web page concepts we use today. PowerStart combined your latest e-mail, stock quotes, weather reports, and other pieces of data from the web and desktop into a single page. Popular homepage components were powered by Java, dynamically loaded JavaScript content, and other technologies we now take for granted. Yahoo! released My Yahoo! two weeks before PowerStart, and the web world now had access to customized information.

    Desktop widgets

    In October 2000 Stardock released a new GUI engine for Windows named DesktopX. Custom objects display system information such as CPU and memory utilization, news tickers, and live updates from the Web.

    Arlo Rose and Perry Clarke released Konfabulator for Mac OS X as a shareware side project in 2003 and it quickly grew into its own company, Pixoria. Konfabulator blended web technologies such as JavaScript with the desktop rendering strengths of OS X. Pixoria was acquired by Yahoo! in July 2005.

    Summary

    The fancy widgets timeline is a much more fun way to browse the last 25 years of widget history. The biggest surprise compiling the list was just how close some related events occurred.

  3. Sep18

    Google introduces Gadget Ads

    Google officially launched Google Gadgets as an ad unit tonight after about three months of pilot testing. Google's AdWords platform now supports Google Gadget content in addition to existing text, image, and video offerings. The gadget ads feature an entirely new widget analytics platform for tracking gadget success and interaction, an open caching proxy hosted by Google's geo-distributed servers, and the introduction of YouTube as a video hosting and transcoding platform free from any Google branding. I previously covered Google's upcoming advertising widgets in early May.

    Advertisers can create Google Gadget content in any size supported by AdWords images. In the example shown above Intel combined a Flash game with tabs displaying images and text with more information on the Intel Centrino Duo mobile processor. Each gadget interaction is recorded according to a set list of actions such as mouse over, tab views, entering a ZIP code, subscribing to a web feed, or initiating audio or visual playback. External links such as a visit to an external website pass through Google trackers for CPC billing.

    Mixed Media

    Starbucks meeting planner Google Gadget

    Gadget ads provide new mixed media interactions across Google's AdSense network. A Starbucks ad unit could display a web feed of the latest 5 tracks playing in its stores, query the local weather and suggest either an iced or hot drink, display local stores on a Google Map, and help you browse seasonal offerings from within a single ad unit. Google serves all of the content via proxy, and the rich media load never touches Starbucks' servers.

    Gadget ads also integrate with DoubleClick's DART for tracking as part of a larger portfolio. Google is currently limiting the number of publishers with access to widget advertising due to its more technical nature but existing Flash advertisers may already have the option exposed in AdWords.

    YouTube ad hosting

    Google is promoting YouTube as a video hosting and transcoding destination for advertisers. The Google Gadget Ads tutorial page includes detailed instructions for separating hosted Flash video content from an advertiser's video playback tools. This tutorial is the first time I have seen Google promote the use of YouTube in an without Google branding.

    Open caching proxy

    Google will cache almost any content passed to its gadget caching proxy including images, CSS, and JavaScript.

    http://gmodules.com/ig/proxy?url= + your URL

    Google delivers any file on your behalf from its thousands of servers distributed around the globe. It's like your own free CDN for your websites, although primarily designed for gadget content. I can cache my site's CSS through Google for example.

    Summary

    Online advertising is big business and the primary monetization engine of new web startups. Google's expansion of its dominant AdWords product into the widget space should extend the demand for quality gadget developers and designers, and bring even more attention to the space. Each advertisement is also listed in the Google Gadgets branded content directory, which may cause some product fans to integrate branded interactions for free on their blogs or personal homepage.

    Google is currently promoting gadget developers and companies experienced in Google Gadget development and design. It seems like a really good way to get exposure and potential contracts from big clients such as Honda or Coca-Cola. Designers and widget programmers may want to go get listed and take advantage of some new revenue opportunities.

    It's always exciting to see new advertising options emerge that may have richer interaction experiences and therefore drive a higher CPM. I added AdSense to my blog entry pages a few months ago hoping I might catch a new gadget ad in action -- it's so far not creating much revenue -- and I now expect even more regular Google Gadget content matched with my pages.

    Widget advertising is one of the emerging widget topics we will cover at this year's Widget Summit event October 15-16 in San Francisco.

Niall Kennedy Niall Kennedy is a web technologist in San Francisco, California in the United States. I am very interested in the world of... MORE »

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