This document discusses content personalization and its benefits and challenges. It notes that personalization can improve user experience, engagement, loyalty and revenue. However, it also raises ethical concerns about how personalization may undermine democracy and narrow a user's outlook. The document provides examples of how different websites and platforms personalize content and offers solutions for implementing personalization through software, analysis, defining patterns and cookies. It recognizes that large companies like Google and Facebook have advantages in the battle for users' attention due to their large audiences and data.

1. Content personalization:
online monsters vs. publishers;
UX vs. democracy

2. Why personalize?
• To improve user experience
– Deeper engagement
– Better loyalty
– More pageviews
– Increased revenue
• To be in trend
• …just to survive

3. Value of personalization for users
– Getting news you are really interested in becomes
less time-consuming
– People feel cared for
– Personalization results in credibility increase

4. What to personalize
• Advertising (Google, Yandex, ad servers)
• E-commerce
• Content!

5. How to personalize
• 80% common content / 20% personalized
• Website segmentation
– Local content even for smaller towns
• On-site behavioral targeting
– Patterns
• Recommendation engines
– “People like you usually also read…”
– Hide content you’ve read already
• Website content personalization

6. Examples
• Regional news and news topics you’ve read
before
• Twitter feed
• Facebook news feed
• Amazon is personal book shop
• Washington post: Trove, Social reader,
Personal post

7. Solutions
• Brief review of software solutions available on
the market
– Self-made proprietary solutions
– Remarketing tools
– Gemius
– Gravity
– Loger.ru

8. Core technical issue
• Analysis
• Defining patterns
– Scenario programming (if… else..)
• Cookies and cross-screen profiling

9. Market issue
• The one who has the best solution, the
biggest audience and data will win the battle
for user’s attention.
• Cap is saying: “It’s gonna be Google or
Facebook!”
• Is there any space for traditional publishers?

10. Ethical issues
• The more technology in our life - the less
democracy?..
• Personalization narrows the outlook?..
• Technologies decide what you can see and
what you can’t. Or someone behind the
technology?..

11. Discussion, questions