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For the past 20 years, ever since the internet gained its fame, people have been chanting the message of personalization. "It will solve everything", they said. "It's the future", they said. "It's like magic", they said, and recently they have added, "it's the result of big data".
And true enough, personalization has made a number massive changes, but not really in the media industry.
For instance, if we look at exercise apps, every single one of them are now exceptionally personalized and use detailed tracking and guiding designed only for you, the activity that you do and the results that you have achieved with it so far.
Other examples are things like Google Now, or a new service designed for people who want to calculate solar panel return of investments.
This is a perfect example of creating a service that is personalized in every single way.
It's not a service that shows you the average solar output for the city or the state that you live in, like the kind of information you would usually see in a newspaper.
It's not a service that merely talk about what you might get out of it, based on what others have done, or what some expert had to say in an interview. None of that would be relevant, because averages and other people are not the same as what the result would be for your house in your situation.
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Founder, media analyst, author, and publisher. Follow on Twitter
"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made himself known for his analysis of how digitization has changed the way we consume media."
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