The Next Era in Personalization

Last week, I wrote about the evolution of content aggregation and the shift from streams to channels. This week, I have been thinking about the evolution of personalization, where big shifts are happening too.

Over the last decade or so, the companies that have won in media—and across the Internet—have mastered personalization by what amounts to guessing; they recommend what to view or buy based on our search history and what we’ve viewed or bought in the past.