determining, using a computer, popularity of a plurality of electronic communications and associated clips of the electronic communications on a digital platform, in response to monitoring the digital platform;

detecting, using the computer, a clip of the associated clips meeting a threshold for approaching an activity level of user activity indicating the popularity of the clip;

labeling, using the computer, the clip meeting the threshold with a non-fungible token (NFT) indicating available digital advertising space associated with the clip;

receiving, in response to the labeling of the clip, monetary bidding based on the NFT by entities buying digital advertising space of the available digital advertising space associated with the clip for digital advertising content associated with the NFT which indicates available digital advertising space associated with the clip;

defining ownership of the digital advertising space using the NFT;

awarding ownership of the digital advertising space associated with the clip to a highest bidder of the entities bidding on the digital advertising space; and

transferring ownership, using the NFT, of the digital advertising space to the highest bidder.