Next widgets - TNW Startup Rally

URL: http://nextwidgets.com/
What they do:
Transactional banner advertising. A service where the actual transaction takes place in the banner – without the user ever leaving the site.
The service also serves the widgets in a contextual way so that content on the site is matched with products being sold in the widgets.
Comments: No a very novel idea – but the combination of transactional banners and contextualization could indeed be quite powerful.

See the deLiftPitch here