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Once upon a time, the internet was the same no matter where you lived or your personal circumstances. In recent years, however, the means to personalize and tailored websites to different users has increased exponentially. Today, we’re on the edge of a huge shift in the way we experience the internet. From geo-targeting to micro-advertising, new technologies spell the end of the internet as we know it. Whether good or ill, we’ll explore of few the features of this new online experience below.
Geo-targeting, in particular, has taken off in a big way in the last few years. Using the information that’s freely available through your browser, companies can serve up different content depending on your country, IP address, and even city. This technology has been in place for some time and can be seen in action on any one of a number of streaming sites, such as BBC iPlayer, Netflix, or Hulu, which restrict content on the basis of digital rights management. The next step in the development of this technology will be its use as a means of personalizing the online user experience and micro-targeting adverts.
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