With the launch of Moments in October 2015, Twitter aimed to refocus itself on providing the best possible experience for users as they watch events unfold in real time. These might include “conversations between world leaders and celebrities, citizens reporting events as they happen, cultural memes, live commentary on the night’s big game, and many more,” the company wrote.

But in the run-up to Super Bowl 50, rival tech giants are making their own plays for second-screen eyeballs. This week, Facebook launched a new feature called Sports Stadium, which it says will help sports fans experience their favorite games with friends and other fans even if they’re not in the same place.

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As live viewership the Oscars and many other awards shows seem to decline year after year, ratings for the Super Bowl have only gone up. With Facebook claiming 650m sports fans, the sports-only focus could make sense, and compete for a large chunk of Twitter’s Moments audience.

Meanwhile, Google, too, is finding new ways to reach Super Bowl viewers. Its new real-time ads format “hopes to take a bite out of Twitter’s reputation as brands’ go-to platform for real-time marketing this year,” according to Adweek.

In a sign of changing times, Nielsen will expand its monitoring of the social conversation around TV from Twitter only to Twitter and Facebook.

The service will allow advertisers to tailor their creative content in real time, as many brands already do on Twitter. But instead of being confined to the microblogging service, ads will be displayed across the web, including via YouTube.

This year, as ad campaigns extend beyond commercial breaks onto second screens, not just advertisers, but also tech brands, will be battling for attention—and Twitter may have the most to lose.

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