Gigya forms relationship with Adobe for increased distribution

Widget distribution network Gigya has formed a strategic collaboration with software developer Adobe. Using Adobe's Flash, Flex, Dreamweaver and AIR software, advertisers and publishers can create, manage and distribute branded widgets more easily across Gigya's network.

The announcement was made Monday at the iMedia Breakthrough Summit in Coconut Point, FL. The tools are currently in private pre-release.

“We've built a content recommendation engine,” said Dave Yovanno, CEO of Gigya, “so when people are sharing photos or links on a Web site, we'll recommend an advertisers widget for them.”

Using the new solution, advertisers can register their widgets in Adobe's platform and then schedule distribution online either contextually or demographically. Yovanno also said they are currently developing a behavioral targeting initiative.

Users of the platform also will gain access to Gigya's suite of analytics.

Widgets aren't like building a banner ad, Yovanno noted, comparing them more closely to a microsite—meaning a lot of time and money go into it, making mass distribution important.

“The frustrating thing was a year ago an advertiser would go hook, line and sinker into a widget strategy but they couldn't get it distributed,” Yovanno said, “We've streamlined that process.”

Gigya currently has more than 1 million widget installs per day and reaches more than 70 Web platforms, including social networks, blogs and e-mail. The company hopes to launch a mobile initiative next year, Yovanno said.

Clients using Gigya's distribution network include Nike, Kraft and Adidas.