- It’s social – What happens to people close to me is important, because these people are important to me.
- It’s curated – People aren’t just content sources themselves; they’re also curators. To know me is to know my tastemakers.
- It’s an experience, not just a stream –Newsfeeds and timelines are a meager start. Twitter’s 140-character format is great for insiders, but it’s inscrutable for Grandpa. Personalized media should come in all formats – not just a feed. And it will be more powerful (and more profitable) when it creates an immersive experience.
- It’s incredibly, incredibly smart about what it recommends, and what it doesn’t – But better than today’s Facebook and Twitter, it brings me the right content, not all content. I trust it to filter the world for me, and to highlight what’s important to me out of billions of pieces of information.
- It’s self-refining – Speaking for myself, it would know to bring me news about digital media; about my company; about my friends’ reviews of great restaurants in Seattle, LA, and New York; and, in the winter, a helpful article or two on snowboarding tips would be greatly appreciated. It would also turn down articles about Glenn Beck, and turn up the latest find from Brian Stelter. And, before you cry (or scream) “filter bubble,” let’s get it straight that this is what I do already.
- It’s not just the content that’s personalized – It’s the advertising, too. Today’s version is very primitive: I go to a Web site once and its ads follow me around for weeks. But, instead, my demographics, interests and intent should all combine to inform what ads to show – and not show – me.
Each of these demonstrates the central aspect of this new vision for media: bringing my world to me.
[...] To be successful, we all need to be data companies – as data is the clear way to know what our audience wants. Data is the currency of personalization, and so it is our best path to delighting our audience"