Web widgets, or third-party applications and small modules of content or advertising that Web users add to their social-network profile, blog or personal start page, are gaining more attention than ad dollars. EMarketer projects that U.S. companies will spend $40 million in 2008 to create, promote and distribute widgets and applications, up from $15 million in 2007. Since Facebook opened up its doors to third-party applications in May 2007, nearly 15,000 applications have been developed. Overall, some 100,000 developers are working on widgets and applications worldwide. The widget and application business has a lot of growing up to do before it can achieve its potential.
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