Glam Media offered marketers the chance to sponsor a filtered or edited version of the Twitter message stream during the awards ceremony. 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.
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