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The Personalization Roundup is an ongoing blog series featuring the most evocative news, articles and blogs curated by Baynote each month highlighting the rapidly growing topic of web personalization. For this month’s roundup, we’ve combed the web to once again bring you the latest and greatest on the personalization revolution.
Spring has officially sprung, and it looks like everything’s coming up roses for personalization. Over the last month, we’ve seen an uptick in personalization success stories, as well as some interesting postulations as to what the future of the personalized web might look like. Read on to find out what technology giants like Google and our friends across the pond had to say about the personalization trend this month:
Personalization in 2012: Intent Leads, Social Matures, Retail Touchpoints—our very own Scott Brave posits his predictions for where he envisions retailers will be able to get the most value from personalization this year. Scott is particularly bullish on the opportunity presented by the rise of curated content services like Pinterest. When consumers curate content, they create connections and patterns that did not exist before. According to Scott, these affinities will give retailers new insight into trends and how products fit together, allowing them to delight their customers even more.
Google Working on Better Ways to Measure Online Ad Impact, Forbes –While Google’s global expansion of encrypted search begged us to ask why Google hates personalization, March has marked the global search giant’s renewed enthusiasm for the tactic. First, Google’s top advertising executive, Susan Wojcicki, said the company’s biggest innovations in the coming years will be in personalized search results and ads. Then, in an interview with Forbes, Neal Mohan, Google’s VP of display advertising affirmed, “efforts to personalize our services based on that type of information is not limited to Google+. It’s across all of these services, because we know that’s what makes our products dramatically better for users.” GeekDad commented on a downside of Google’s personalization efforts in his article in Wired Magazine, Data Mining and Kids Part 2: The Google Echo Chamber.
The Personalized Web is Just an Interest Graph Away, GigaOM—Taking personalized search to the next level, Derrick Harris envisioned a web so personalized that each person’s unique habits and interest (or your “interest graph”) is compiled and applied across every web site he visits, automatically creating a personalized experience. One challenge with this is how to “connect disparate graphs to build a single, portable account” and, of course, the privacy concerns that come with that.
Ad Personalisation and Startup Culture: Two Challenges for the Media, The Guardian—in the United Kingdom, one marketer postulates that opportunities for personalization abound beyond the digital (search) space. As television and traditional media are increasingly digitized, the mediums cease to be “mass media” and become avenues for advertisers to target specific audiences with a customized message. An overhaul to the advertising, personalized ads, he predicts, would constitute 50 percent of the industry, making mass media buys a minority play.