Every day, Yahoo displays about 13 million different news story combination on its homepage. Those stories are personalized based on demographic data and reading behavior, and the company keeps track of what kind of stories do well with which groups of people…
…To illustrate how this works, Yahoo has created an interactive data visualization that shows visitor traffic data in nearly real time. Using it, one can drill down into specific age groups, genders and story types to see what people’s aggregate reading habits look like.
To create the personalization Yahoo uses internally developed technologies called the Content Optimization and Relevance Engine (CORE).
Looking at past user behavior, algorithms are combined with human editorial expertise to allow us to carry out deep personalization to our more than 700 million users, giving them “must read” stories that are interesting and relevant. This C.O.R.E. data visualization reveals some of the factors that influence the display of articles in the Yahoo! Today module.
Image: Screenshot of Yahoo home page views by demographic and content category, via Visualize Yahoo.