ABC didn't live-stream the Oscars, and the network is trying to keep video clips from last night's show off YouTube, in favor of its own Oscar.com (per MediaMemo). But Glam Media figured out a way to make money from the buzz.
Hosting a Twitter widget is a no-brainer these days, particularly for a mega event like the Oscars. Glam, though, offered marketers the chance to sponsor a filtered or edited version of the message stream during the awards ceremony. As VentureBeat notes, the ad network's editors chose which tweets showed up in the stream and purged those that were inappropriate or off-topic, making it safer for brand advertisers. Aveeno sponsored last night's Twitter widget; Glam says it plans to expand the service, dubbed gWire, to include FriendFeed and Facebook streams for future events.
By Tameka Kee