Browser provider Mozilla has been trialling an idea that could see web content adapted dependent on the user’s personal interests.
The idea of content personalisation essentially blinkers the articles and pages that the user is not interested in and prioritises the pages that they are. For example, if Firefox detects that the users interests lie in gadgets, travel and tennis then it can select articles surrounding these topics and prioritise them in the individuals browsing. The latest tennis scores and updates would be easily visible for the user. Similarly, it can filter out the content that the user would not have an interest in.
The Guardian recently offered their readers the ability to turn off content surrounding the much reported Royal baby story. Mozilla would offer a similar service but across the entire browsing platform, not just one site.
Mozilla are currently experimenting with the idea of content personalisation and aim to offer a more innovative user experience in the future.