Identity and The Independent Web - John Battelle's Searchblog - 0 views
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my serendipities on 01 Nov 10The Dependent Web is dominated by companies that deliver services, content and advertising based on who that service believes you to be: What you see on these sites "depends" on their proprietary model of your identity, including what you've done in the past, what you're doing right now, what "cohorts" you might fall into based on third- or first-party data and algorithms, and any number of other robust signals. The Independent Web, for the most part, does not shift its content or services based on who you are. Who we believe we are in the world is pretty fundamental to being human, and as we bleed our actual identity into our digital one, it's worth recalling that so far, at least, we don't have a system that lets us really instrument who we are online in a fashion that scales to the complexity of true human interaction. I sense an opportunity to create a new kind of social identity..one that is far more personal and instrumented...