Creating a Personalized Web Experience
Websites that have worked themselves into our routines and vocabularies have begun to figure out what kind of people we are. By developing algorithms that track our online habits, tech companies have created online experiences that are deeply personal and self-determined. At its advent, the Internet was seen as the Great Equalizer – globally, all users ostensibly had access to the same content.
The amount of content available, however, is vast, and websites like Facebook, Netflix, and Google are overwhelmed by it. Tech companies have found that tracking user habits enables the creation an online universe where you only (mostly) see what you’d like to see, essentially determining the Internet that users are exposed to.