The idea of personalization is rooted in ancient rhetoric as part of the practice of an agent or communicator being responsive to the needs of the audience.
In the recent times, there has been a significant increase in the number of mass media outlets that use advertising as a primary revenue stream.
[5] Data available from a user's social graph may be accessed by third-party application software so that it fits the personalized web page or information appliance.
Current open data standards on the Internet are: Web pages can be personalized based on their users' characteristics (interests, social category, context, etc.
Customizing the user experience based on behavioral, contextual, and technical data is proven to have a positive impact on conversion rate optimization efforts.
According to a study conducted in 2014 at the research firm Econsultancy, less than 30% of e-commerce websites have invested in the field of web personalization.
However, recent research directions in the AH domain take both closed and open corpus into account, making the two fields very inter-related.
[8] On an intranet or B2E Enterprise Web portals, personalization is often based on user attributes such as department, functional area, or the specified role.
Far from the black and white screens and monophonic ringtones of the past, smart phones now offer interactive wallpapers and MP3 truetones.
[11] In print media, ranging from magazines to promotional publications, personalization uses databases of individual recipients' information.
Not only does the written document address itself by name to the reader, but the advertising is targeted to the recipient's demographics or interests using fields within the database or list,[12] such as "first name", "last name", "company", etc.
The term "personalization" should not be confused with variable data, which is a much more detailed method of marketing that leverages both images and text with the medium, not just fields within a database.
Personalized children's books are created by companies who are using and leveraging all the strengths of variable data printing (VDP).
With the rise of online 3D printing services including Shapeways and Ponoko, personalization is becoming present in the world of product design.
This means that the personalization is not individual to that singular user, it only pinpoints a specific trait that matches them up with a larger group of people.
This model explains how both personalization and popularization are employed together (by tech companies, organizations, governments or even individuals) as complementing mechanisms to gain economic, political, and social power.