The Yin and Yang of Audience

(image) The Signal San Francisco conference is less than a week away, so I thought I’d take the time to explain my reasoning for the theme, and offer a curtain raiser of sorts on the day-long program. (PS, I have ten, and only ten, half price tickets available. Hit this link, and use the code “luckyday.”)

The theme, a portion of which is the title of this post, is “The Yin and Yang of Audience, Platforms and the Independent Web.” I do get a few eyes a-rollin’ when I frame conference themes, but hey, I can only do what I know how to do. I actually think pretty hard about this stuff, and like to take the time to outline the ideas behind the program.

So here goes. As readers know, I’ve been thinking out loud a lot about the future of the Internet, and whether the rise of “walled gardens” like Facebook and Apple’s iOS (what I call AppWorld) are ultimately the future the web. My short answer is yes….and. By that I mean that the Internet, which began as an open, gatekeeper-free platform where anyone could hang a shingle, will ultimately interconnect with these walled gardens – there’s just too much value in what I call the “ecosystem approach” for the opposite to occur. I framed two major forces driving the Internet today: The independent web (sites unaffiliated with major platforms like Google or Facebook), and the dependent web (major platforms which create a valuable “logged in” experience that changes “depending” on who you are.).

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Yahoo Visualizes Its Content CORE

Yahoo has always been proud of the algorithms that drive its choice of personalized content, but it’s hard to grok exactly what they do behind the scenes to make the magic happen. Today the company released a visualization of its “C.O.R.E.” (Content Optimization and Relevance Engine) technology, and the result is pretty cool. From a release sent to me by Yahoo:

 

  • C.O.R.E. (Content Optimization and Relevance Engine) is a suite of technologies developed by Yahoo! Labs to surface the stories most interesting to you, based on your reading behavior over time.
  • Every hour C.O.R.E. processes 1.2 terrabytes of data in order to learn how a user’s behaviors and interests influence the likelihood of clicking on a specific article. And, every day, C.O.R.E. personalizes 2.2 billion pieces of content for Yahoo! users.
  • Since optimizing with C.O.R.E., Yahoo!’s Homepage click-through rate has increased 300%.
  • Yahoo!’s personalization approach is a clever mix of scientific algorithms and human judgment, as editors have control to override C.O.R.E. at any time, to ensure certain stories are seen.
  • Initially developed within Yahoo! Labs, C.O.R.E. has become a vital tool used throughout the day by editors across the company to bring our users personalized news, first.

The visualization lets you see stories through filters of gender, age, and interest. The image above, for example, shows a male in may age range interested in business and finance. Well worth playing around with, and a very good example of what I call “dependent web” content.

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