Custom Content, Reimagined
This all may be beginning to change. At the recent Paid Content Live event in New York, a start up, Prismatic, demonstrated how, by crawling the social Web and analyzing what registered website users care about, audiences can be served re-worked Web pages custom designed around their interests. The example shown was a New York Times home page highlighting articles on fine dining and books—the look and feel of the Times, crafted specially for you, in native format.
The implications of this level of customization—especially in the mobile realm, where tailored content can be served in tandem with alerts, location-based targeting and social media interfaces—is only just beginning to be appreciated. As people become more comfortable with having their minute-by-minute needs and requests serviced by intuitive devices (thanks, Siri and Google Now!), we can expect more of this new level of information delivery—with all its possibilities for product development, branding and monetization. PE