Brains And Bots Deep Inside Yahoo's CORE Grab A Billion Clicks
If you’ve flitted across the Yahoo home page recently, you know how addictive its Today module can be. That’s the little box at the top of the page (as in the image above) containing four news stories, including at least one you usually can’t help but click on.
And Yahoo says that’s entirely intentional, the result of a lot of hard work spent trying to figure out how to serve up news that you, yes you, will find irresistible.
The company started work on a powerful personalization algorithm four years ago. Now it’s paying dividends. The system generates 45,000 totally unique versions of the Today module every five minutes . (All five screenshots in this post were taken within minutes of each other, using different Yahoo accounts.)
And in the two years since the algorithm went live, Yahoo says clicks on the stories in the Today box among U.S. users have increased 270%. This year, the module is averaging a whopping 1 billion clicks per month in the U.S.
Yahoo is now in the process of rolling out the algorithm--it's nicknamed CORE (for Content Optimization and Relevance Engine)--to its other media properties. It hopes CORE's results will entice visitors to gobble up ever-more content in the Yahoo ecosystem, and in the process, turn it into the "premier media company" that its executives like to claim it already is.
They might be on to something. The Yahoo home page is the most visited of any page in the U.S. containing programmed content. Every day, 35 million unique visitors give it a look-see, and 110 million stop by every month. The increase in number of clicks in the Today box between this year and last--167 million--is the equivalent of adding an entire LATimes.com to Yahoo’s content ecosystem.
So how does the personalization strategy work? Yahoo gave Fast Company a peek behind the curtain, and it turns out that the secret sauce is only partially due to the work the algorithm does on its own. The other impact it's having is on Yahoo's Front Page editors, who are getting savvier about what will appeal to readers, in large part due to the insights they're gaining from the algorithm.
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CORE's job is to figure out which stories, which come from Yahoo's own content producers and external sites and publications, are going to play well with which specific audiences. Yahoo generates a profile for each user based on information they've
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The host segments include a debate on computer interfacing between Servo and Crow, Servo breathlessly announcing a brand new 5000 piece men and monsters play set called Monster Action Pack, a look at books written by movie monsters, Joel reminiscing
But virtual biometrics could do much more than track down bots, cheaters and cybercriminals. It could also enable businesses to monitor the behaviors of consumers who play casual Facebook games such as "Farmville" or post frequent reviews on eBay or
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