Mozilla Blog - One of the many benefits of the Web is its ability to create a unique, tailored experience for the individual user. It’s more engaging to see news from friends and favorite brands when logging into a social network, rather than updates from strangers or random content. When done well, personalization on the Web is a win-win: users find relevant content easier while publishers enjoy increased engagement, fewer bounces, and stronger loyalty. But too often, users unknowingly trade their personal information for this better experience.
