Ad technology firm mediaFORGE is introducing a widget ad format that increases advertiser control and viewer engagement.

Overstock.com uses the widget ads to display current deals on its site, while SkullCandy uses them to stream extreme sports videos and other audio/visual content.

The widgets come to life when a site visitor mouses over them.

mediaFORGE's widgets are embeddable on websites and can also be downloaded to desktops. The company positions them as playful supplements to banner and display ad campaigns.