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Personalization (Types (Collaborative filtering (Based on other user…
Personalization
Types
Content-based filters
Based on item meta data/similar items
Collaborative filtering
Based on other user choices
Customer Ratings + Reviews
Personalized Recommendations
Examples
Amazon product page
Google search results
Advertisements
Adaptation in the
Background
WHY?
Increased Info Overload
Customize info
for individual users
Mobile devices
Limitations in UI
Critical First few results
Privacy issues
Tracking also possible
for anonymous users via Web Server Cookies