South By Southwest Interactive was famously a turning point for Twitter back in 2007. Now the conference is a key destination for Twitter to meet with its exploding advertiser base. We spoke with Twitter's president of global revenue, Adam Bain, in between his standing-room-only, on-stage Q&A and his back-to-back meetings with advertisers.
"There are hundreds of chief marketing officers now descended on SXSW," he said. "When I first joined the company two-and-a-half years ago, the question was, 'Why Twitter?' and now it's 'How Twitter?' "
Bain added that he's now focused on how to educate marketers with best-use cases.
The company is showing marketers how the new partnerships it's inked in the past few months can work for them. Bain said the launch of a Twitter ads application programming interface, or API, just a few weeks ago will make it much easier to buy Twitter ads.