Online content more tailored than ever - according to Eli Pariser

As EU legislation regarding web tracking came into force at the end of last month, leading Search Engine Expert and commentator Eli Pariser shared his views on the ongoing editing process that is taking place online.

Speaking at the Technology, Entertainment and Design (TED) Conference back in March, his plenary session regarding the Filter Bubble was published online last month, and outlines the complexity and heightened sense of personalisation that is taking place regarding the search for, and presentation of information.

According to Pariser, Google uses around 57 components to determine what information is presented to users, including elements such as the type of browser being used, computer or mobile device etc... All these factors ensure that the information you see when you undertake a search is totally personal to you and based on assumed preferences.

This sense of editing taking place online isn't confined to Google, or other search engines. It is also an approach which is adopted by Facebook and many social networking platforms, helping to condense and edit information that you see, and as Pariser is quick to point out, remove other content from view.

The result is a 'dashboard' view of the world, with edited highlights presented to you in a way which an algorithm somewhere far, far away has determined. Sound worrying? The reality is that this is advanced segmentation, a marketing tactic which has been adopted for many years. It is also important to remember that your activities make or break the results. So in effect, you still retain control over what you see, and more importantly, what you don't. The interesting conclusion to Pariser's speech is perhaps the fact that rather than widen our individual perspectives on the world, the web has actually helped to limit our view. Which, in turn, presents both opportunities and challenges to those marketing their business online.

The TED Global 2011 Conference takes place in Edinburgh from 11th - 15th July. For more information go to www.ted.com. Alternatively to discuss your online marketing needs, and how you can take advantage of the 'Filter Bubble', click here.

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