AOL Hopes Personalized Homepages Will Help Publishers



AOL plans on tailoring its publishers’ homepages to individual readers’ tastes, preferences, and habits without overstepping privacy lines, according to

With recent reports showing a consistent fall in homepage traffic – most notably The New York Times‘ 50% decrease during the past two years – AOL is hoping to stave off the same fate for properties like The Huffington Post, Engadget, and TechCrunch. The company says it will utilize first-party cookies.

“If we can make [the site] unique for every user then we can hopefully drive more clicks, more engagement, more articles being read from that experience,” AOL’s Josef Pfeiffer told “You’ll have an entire homepage or section page that is nuanced and individual for you, that would be different from everybody else. For instances like that, that’s where we’re more excited.”

To read more about AOL’s personalized homepage approach, visit

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