Priya Patel, digital strategist at Dentsu Aegis NetworkGlobal, talks about Adam Bain of Twitter’s opinions at Dmexco 2015 on #themonetisationstory.

Twitter has had an amazing adventure, with over 300 million users and growing globally. Adam Bain, president of global revenue and partnerships at the social platform, discussed its success and its ability to quickly adjust to changing trends in market to become a social powerhouse.

Twitter has been growing in numbers; 300 million users logging in, over one billion tweets syndicated out to networks through news articles and with additions such as Vine and Periscope, the company has found a number of different ways to commoditise its products.

In August 2015, Periscope alone announced 10 million users with 40 years worth of content absorbed every day, having only launched a few months earlier.

With the recent announcement that Google will show Tweets in organic search results (namely US). Bain talks about “Project Lightening.” – the second collaboration between the two powerhouses. While it’s still yet to be public knowledge, Bain shared a few insights of what’s to come.

Project Lightening is due to be launched later this year. It is aimed at solving one of the challenges within social where consumers personalise their news stream so well that they often miss out on news from the world around them. Project Lightening aims to better aggregate content and utilise human editors alongside algorithms to help ensure they’re providing a better view of the user world.

The project runs off the back of success stories like the “Highlights” feature and “While You Were Away”, developed to help content evolve in a better way.

Bain also discussed the recent launches of the “Buy Now” button, which is working in conjunction with Strike – which allows for open API’s that can publish into twitter. Whilst not to ignore a great opportunity; initiating a “ collect to donate” for US candidates raising funds for their campaigns.

Wrapping up the session, Bain discussed one area he felt Twitter hoped to make an significant impact – Attribution from mobile. Traditional tracking is flawed and greater insight into attribution is required. Twitter hopes to be a catalyst to help change this; opening the door for greater spend on mobile.