Gidget ads now in Google's arsenal

Small online tools that function like mini-Web sites are the latest weapon in online advertising being rolled out by Google, the New York Times reports.
http://www.nytimes.com/2007/09/19/technology/19google.html
(The NYT is preceding access to free copy with an ad that trumpets the takedown of its website's pay wall for opinion pieces by announcing "Now everyone is entitled to our opinion.")