Executive Summary (This is a document excerpt)

Google, along with a congress of more than a dozen social networks, plans to launch OpenSocial, a set of standards that will allow widgets to be built once and run on any Web site compatible with OpenSocial. What's in it for interactive marketers? The ability to efficiently create engaging branded experiences that reach millions of new communities. However, don't expect your widgets to universally proliferate, as adoption will vary based upon the demographic and technical characteristics of each online community. Interactive marketers should deploy widgets using OpenSocial standards, yet they should also plan — and budget — for rapid iterations and flexibility.

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