MozFest 2013: Content customization for publishers

One of my favorite ads of all time was one of the simplest: a 15-word Facebook ad created by an artist in New Zealand hawking a pendant he’d made that symbolized “safe passage over water.”

I was a dedicated kayaker at the time, so what thrilled me the most was how this ad seemed to speak directly to me — even calling out “kayakers.”

When it comes to news however, I’ve never been similarly awed by a publisher feeding me a story that reaches me so personally. Even on sites I visit multiple times a day, pay for and have been reading for years, I don’t have an equivalent experience.

All of that is a long way of saying that I was incredibly excited to participate in the Respectful Web Personalization session at MozFest last weekend.

While we talked generally about web personalization, the session eventually turned into a review of Mozilla’s research into a plan that would add some personalization technology to its browser.

I hate to sound like I’m shilling for Mozilla, but I loved the idea for journalism.

The gist of the plan is that Firefox would include a bit of technology that would allow you as a user to enter your interests into the browser on your device. The browser would then tell publishers what you’re interested in (allowing you to turn the feature on or off), which would help the publisher customize content or story lists based on those interests.

Currently, only a few publishers customize content or generate recommendations for readers. But I can imagine that browser-based customization would help others get on board and may remove some of the friction from customization for users and publishers — no logging in with Facebook, Twitter or Google; no need to enter the same “interests” on every site; no need to first observe users on your site before delivering recommendations.

With the proposed Firefox technology publishers would presumably be able to deliver customized story lists and advertising to readers on their first visit and do so with relative privacy. (Read the comments here, for plenty of doubt on the privacy front.)

Of course there are problems with customized content. The biggest in my mind is that it’s probably good for us to read news about a range of subjects, not only those in which we already have an interest.

In fact, a tool that figured out what I know and could then point me toward new information would really be intriguing.

On the other hand, what if customization let you block every piece on an ongoing story that you know to be a waste of time — as the Guardian did with the royal baby?

It’s all really intriguing.

If a browser-based technology allows The New York Times, Denver Post, Wired and my other favorite sites to serve me stories as well as that savvy artist in New Zealand did, I’d love ‘em even more. I'll be looking forward to seeing how Mozilla and others approach customization.

About the author

Ryan Graff

Communications and Outreach Manager, 2011-2016

Journalism, revenue, whitewater, former carny. Recently loving some quality time @KelloggSchool.

Latest Posts

  • A Big Change That Will Probably Affect Your Storymaps

    A big change is coming to StoryMapJS, and it will affect many, if not most existing storymaps. When making a storymap, one way to set a style and tone for your project is to set the "map type," also known as the "basemap." When we launched StoryMapJS, it included options for a few basemaps created by Stamen Design. These included the "watercolor" style, as well as the default style for new storymaps, "Toner Lite." Stamen...

    Continue Reading

  • Introducing AmyJo Brown, Knight Lab Professional Fellow

    AmyJo Brown, a veteran journalist passionate about supporting and reshaping local political journalism and who it engages, has joined the Knight Lab as a 2022-2023 professional fellow. Her focus is on building The Public Ledger, a data tool structured from local campaign finance data that is designed to track connections and make local political relationships – and their influence – more visible. “Campaign finance data has more stories to tell – if we follow the...

    Continue Reading

  • Interactive Entertainment: How UX Design Shapes Streaming Platforms

    As streaming develops into the latest age of entertainment, how are interfaces and layouts being designed to prioritize user experience and accessibility? The Covid-19 pandemic accelerated streaming services becoming the dominant form of entertainment. There are a handful of new platforms, each with thousands of hours of content, but not much change or differentiation in the user journeys. For the most part, everywhere from Netflix to illegal streaming platforms use similar video streaming UX standards, and...

    Continue Reading

  • Innovation with collaborationExperimenting with AI and investigative journalism in the Americas.

    Lee este artículo en español. How might we use AI technologies to innovate newsgathering and investigative reporting techniques? This was the question we posed to a group of seven newsrooms in Latin America and the US as part of the Americas Cohort during the 2021 JournalismAI Collab Challenges. The Collab is an initiative that brings together media organizations to experiment with AI technologies and journalism. This year,  JournalismAI, a project of Polis, the journalism think-tank at...

    Continue Reading

  • Innovación con colaboraciónCuando el periodismo de investigación experimenta con inteligencia artificial.

    Read this article in English. ¿Cómo podemos usar la inteligencia artificial para innovar las técnicas de reporteo y de periodismo de investigación? Esta es la pregunta que convocó a un grupo de siete organizaciones periodísticas en América Latina y Estados Unidos, el grupo de las Américas del 2021 JournalismAI Collab Challenges. Esta iniciativa de colaboración reúne a medios para experimentar con inteligencia artificial y periodismo. Este año, JournalismAI, un proyecto de Polis, la think-tank de periodismo...

    Continue Reading

  • AI, Automation, and Newsrooms: Finding Fitting Tools for Your Organization

    If you’d like to use technology to make your newsroom more efficient, you’ve come to the right place. Tools exist that can help you find news, manage your work in progress, and distribute your content more effectively than ever before, and we’re here to help you find the ones that are right for you. As part of the Knight Foundation’s AI for Local News program, we worked with the Associated Press to interview dozens of......

    Continue Reading

Storytelling Tools

We build easy-to-use tools that can help you tell better stories.

View More