Project Lighting, which will launch later this fall, groups the most popular tweets about a topic or event in real time on one landing page to make it easier for people to find content. For brands, it's a way to make sure their real-time tweets get seen during buzzy TV events like the Oscars or the Super Bowl.
Bain said Project Lightning solves two of Twitter's most pressing problems: bringing new people to the platform and helping hard-core users get through streams of tweets to find things they're interested in.
Twitter is also rumored to be working with Google to build a news platform for publishers to rival Facebook's Instant Articles. Unlike Facebook's platform that keeps all content within an app—similar to a walled garden—Twitter's play would likely be built with an open source code that speeds up load time, giving it a slight advantage over Facebook for publishers.
For years, publishers have tweaked the links they post to Twitter, since 90 percent of traffic also comes from mobile. "If one were to address a problem like this that's industrywide, one quick way to get scale would be to do something like this."
On Monday, Twitter announced a deal with payment company Stripe that lets any retailer set up 'Buy' buttons. Then this week, Twitter rolled out donation buttons that will let political candidates raise funds from tweets.
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