Content can now reach users in a personalised, context-based and proactive form. It is capable of dynamically adapting to devices as well as to environmental data, preferences, social connections and even moods. In this way, individuals are becoming the gravitational centre of their individual content universe where specific content reaches them in the right circumstances. A central aspect of the personalisation of content is the access to user preferences.
Together with self-learning software, media companies and marketers as content designers are responsible for adapting messages to the personal universes of their targets. A disadvantage of this development, however, is the emergence of individual filter bubbles for all users, thereby limiting the variety of opinions and topics.