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Abstract: The hidden rise of personalization on the Internet is controlling--and limiting--the information we consume. In 2009, Google began customizing its search results. Instead of giving you the most broadly popular result, Google now tries to predict what you are most likely to click on. According to MoveOn.org board president Eli Pariser, this change is symptomatic of the most significant shift to take place on the Web in recent years--the rise of personalization. Though the phenomenon has gone largely undetected until now, personalized filters are sweeping the Web, creating individual universes of information for each of us. Data companies track your personal information to sell to advertisers, from your political leanings to the hiking boots you just browsed on Zappos. In a personalized world, we will increasingly be typed and fed only news that is pleasant, familiar, and confirms our beliefs--and because these filters are invisible, we won't know what is being hidden from us.

Table of Contents: The race for relevance -- The user is the content -- The Adderall society -- The you loop -- The public is irrelevant -- Hello, world! -- What you want, whether you want it or not -- Escape from the city of ghettos.

Subject: Invisible Web; Information organization; Semantic Web - Social aspects; World Wide Web - Subject access; Internet - Censorship

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