mediaFORGE says they've got "widgets coming out of their ads."

Ahem. Presumably they are referring to the "social dimension" that's been added to banner ads by incorporating a widget as an engagement engine. As visitors roll over the ad, a flash-based widget appears that allows users to interact with content – whether it’s contests, shopping, browsing personalized specials, buying last-minute deals, viewing videos or pictures, or listening to music.

Source: mediaFORGE
Visuals: mediaForge.com