Abstract
Personalization increasingly mediates the experience of users on the Web. Online platforms and organizations use personalization services to retain users, achieve longer user or customer engagement and, ultimately, higher profits. Cast in this light, personalization is a ubiquitous modality by means of which organizations seek to structure interaction with their users. Amazon, for instance, mediates the buying experience of its customers through computational systems that advance recommendations concerning relevant products to buy upon nearly every transaction. Similarly, Spotify uses the listening habits of its users to recommend tunes which they may find relevant to listen. In a rather different context, Facebook modulates its news feed to the interests of individual users by mapping each user’s ongoing interaction with his/her network of other users, and Google famously personalizes its search engine results, gathering, in turn, relevant information on the search habits of users.