Sites scrape heaps of our data, so why don’t we get a personalized experience?
Almost everything we do – from driving to work to calling our families to ordering a sandwich for lunch – creates millions of pieces of useful data about our likes and dislikes. So web sites should be serving us a uniquely tailored set of content, right? Yet for the most part, the experience for users has remained static. While there are exceptions, much of the personalized element of most online content is the advertising (oh, and weather).
Consider the following: My grandmother in Florida and my buddy in Tel Aviv see the exact same site when they visit USAToday.com (except for the ads). Why is that? Both my grandmother and my buddy bring dozens of pieces of data with them to every site they visit. Our current-generation technology is capable of giving each of them a more personalized, contextual site experience, yet most web publishers don’t utilize this capability.
In the near…
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