Christophe Nicolle, Anett Hoppe, Ana Roxin, Laboratoire Electronique, Informatique et Image ( Le2i ), Université de Bourgogne ( UB ) -AgroSup Dijon - Institut National Supérieur des Sciences Agronomiques, de l'Alimentation et de l'Environnement-Centre National de la Recherche Scientifique ( CNRS ), CheckSem Research Group, Université de Bourgogne ( UB ) -AgroSup Dijon - Institut National Supérieur des Sciences Agronomiques, de l'Alimentation et de l'Environnement-Centre National de la Recherche Scientifique ( CNRS ) -Université de Bourgogne ( UB ) -AgroSup Dijon - Institut National Supérieur des Sciences Agronomiques, de l'Alimentation et de l'Environnement-Centre National de la Recherche Scientifique ( CNRS ), Checksem, Laboratoire Electronique, Informatique et Image [UMR6306] (Le2i), Université de Bourgogne (UB)-Centre National de la Recherche Scientifique (CNRS)-École Nationale Supérieure d'Arts et Métiers (ENSAM), Arts et Métiers Sciences et Technologies, HESAM Université (HESAM)-HESAM Université (HESAM)-Arts et Métiers Sciences et Technologies, HESAM Université (HESAM)-HESAM Université (HESAM)-AgroSup Dijon - Institut National Supérieur des Sciences Agronomiques, de l'Alimentation et de l'Environnement, Meersman, R., Panetto, H., Mishra, A., Valencia-Garcia, R., da Silva, L.F.M., Ciuciu, I., Ferri, F., Weichhart, G., Moser, Th., Bezzi, M., Chan, H. (Eds.), HESAM Université (HESAM)-HESAM Université (HESAM)-AgroSup Dijon - Institut National Supérieur des Sciences Agronomiques, de l'Alimentation et de l'Environnement-Université de Bourgogne (UB)-Centre National de la Recherche Scientifique (CNRS)-École Nationale Supérieure d'Arts et Métiers (ENSAM), and Hoppe, Anett
International audience; Personalization is the new magic buzzword of application development. To make the complexity of today's application functionalities and information spaces "digestible", customization has become the new go-to technique. But while those technologies aim to ease the consumption of media for their users, they suffer from the same problematic: in the age of Big Data, applications have to cope with a conundrum of heterogeneous information sources that have to be perceived, processed and interpreted. Researchers tend to aim for a maximum degree of integration to create the perfect, all-embracing personalization. The results are wide-range, but overly complex systems that suffer from issues in performance and scalability. Starting from our own, similar experience, we argue for a personalization of personalization - a clear-cut customization of profiling by limiting the information maintained in the system to those elements that are crucially relevant for the target task. We demonstrate the concern based on an application developed in our laboratory: a system that profiles web users based on their browsing history, with the goal of personalizing digital advertisements.