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BREAKING NEWS & VIEWS
Can DailyMe Make Your News Personal?Monday, August 24, 2009 Content providers have been promising users more personalized online experiences for more than a decade now, but most attempts have failed or faded. Few users are willing to go through the personal  profiling necessary to customize a content experience, and publishers have been reluctant to establish the behavioral tracking tools that would automate the process for their readers. The Florida-based DailyMe project recently launched a “Newstogram” product that is among the more promising personalization engines we have seen, and the news aggregation company is making the technology available to other publishers. A Newstogram tracks and analyzes the news a reader accesses on a site down to a very granular level of categorization (sports teams, areas of business interest, etc.) and quickly begins to build a profile of their patterns. At the DailyMe site itself that knowledge is turned into a personal set of headlines that is run on the front page when the user visits. For third-party publishers the user intelligence can be leveraged in additional content products, ad targeting or just a better understanding of user interests. “We believe that success in the personalization field is dependent upon content relevancy on an individual and contextual basis,” says DailyMe CEO Eduardo Hauser. “We built Newstogram to improve upon news relevancy and personalization in a way that allows publishers to capitalize on new ways to extend and engage their audiences.” Publishers can get their own maps of user activity on their sites by putting a simple pixel tag on their pages. “If a publisher wants to see what are the most popular entities on their site, not at a broad level like most analytics packages but at a fine level, then they install JavaScript and we begin to extract the entities and build the relevance score. So for our partners we advocate as the first step installing the code and seeing if the data is any good,” says Hauser. One of the more interesting aspects of the DailyMe technology is that it is fully transparent to the user. Registered users can consult their own Newstogram to see the kinds of things they have been interested in and click on any of them to see more stories that the system can aggregate. The user can also elect to take a granular topic and “Track It,” which makes the label available on every page. Ordinarily, behavioral tracking is seen as a creepy aspect of online technology, but DailyMe allows the user to be a collaborator in the process of personalization. Better still, the reader can see a benefit by using the Newstogram tool for navigating deeper into the areas they like. The front page of the site is also altered to reflect their interests. DailyMe is also allowing publishers to use the tracking data to target advertising more effectively to individual users. DailyMe launched initially last year as a destination site with aggregated content from hundreds of news organizations. Recognizing that it would be an uphill climb to build a new audience for aggregated news in an already cluttered field, DailyMe is now focusing on technology it can sell to partners. If you have breaking news to share please contact min’s editors.
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