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Twitter Prices Moments Sponsorships; Yahoo’s Missing Pieces

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monetizingmomentsHere’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

In A Moment, Maybe

Twitter is asking top dollar from sponsors on its new Moments channel, which is a curated capsule of tweets, videos, photos and media surrounding a live event or news item, Digiday reports. It’s had some early adopters, including Starbucks, REI and Verizon, but there’s some hesitation as well. “$1 million was the price on the table. It was a bundled price — you had to buy the Moment as well as a Promoted Trend and media in Twitter,” said one top entertainment advertiser. “We haven’t done it yet as we need the price to come down.” More.

Missed Connections

In an interview with Tim Peterson at Ad Age, GroupM digital chief Rob Norman reflects on Yahoo’s struggle to keep apace of (former) rivals. “Whilst I understand there are a bazillion Yahoo Mail accounts, I’m interested to know how many are active, how many are people’s principal email accounts?” It’s a point not made often enough: Yahoo has survived on sheer volume and momentum (there are millions still on AOL dial-up, after all), but cross-device capabilities are the name of the game, and few keep Yahoo in their pocket. Read it.

Streaming Just Got Serious

Live video streaming has fizzled since Meerkat and Periscope broke out early this year, but it’s apparently heating back up again. Product Hunt just announced a deal with Blab for live video assistance, and Kanvas, AOL’s Periscope imitator, onboarded its first brand. The most significant new entrant to the category is Facebook, which just released its live streaming product. Others have struggled to monetize, but Brian Fitzgerald points out at The Wall Street Journal why Facebook is uniquely positioned to leverage live streaming. “After a slow approach, Facebook’s news feeds are now filled with videos, including clips that automatically play. It’s been a gold mine.”

Popcorn!

Film studios have always been early adopters of new marketing channels. Snapchat, Twitch, Periscope and others can testify. Up next: messaging apps. Adweek’s Lauren Johnson reports on Disney/Pixar, Focus Features and Twentieth Century Fox’s efforts on messengers like Kik and Whisper. The goal, according to one entertainment marketing specialist, is content that has “a lot of social currency and can get passed along from one fan to another.” More.

But Wait, There’s More!

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Disney expands its audience graph and clean room tech to Latin America, marking the first time it will be available outside the US. The announcement precedes this week’s launch of Disney+ with ads in Latin America.

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

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Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

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The New York Times And Instacart Integrate For Shoppable Recipes

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