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Today's USA vs. Germany World Cup match has already garnered a few interesting developments in terms of brands buying Promoted Tweets.
1. #USAvsGermany is not (totally) for sale. When you click on the #USAvsGermany hashtag that's been trending all morning, it goes to a landing page that Twitter has designated for the game—and there are no ads. Marketers are only getting brand impressions for the hashtag when viewers use the search box to unearth relevant queries.