For content developers struggling to generate engagement, personalization is a type of salvation. Centenarian news organizations are looking to revive their relevance in an era of unlimited free content. For them, mass-personalizing for each audience of one is an extremely compelling means to regain influence and earn back reader loyalty. At the same time, advertisers are under more and more pressure to optimize ad performance and deliver results.
Continuing the debate that has persisted since last year's panel, we take an even deeper and more introspective look at the challenges, ethical dilemmas and complicated trade-offs of personalization.
2012 brings even more users to social media in an increasingly mobile web - prime territory for advanced content personalization. Social media users are gaining sophistication and seeking answers about their data, its permanence and portability.
In 2012, personalization practices promise to be as obfuscated and unconventional as ever before. Legislators around the world offer empty promises of consumer protection without having any real basis for guaranteeing it. What is right -- and wrong -- in this wild, wild West?
9th–13th March 2012