NTNU and Adresseavisen has received funding from the Research Council to develop of recommendation and personalization technology for media. The grant makes it possible to invest in resources and development capacity for a total value of 40 million.
The new technologies allow PC or smartphone could recommend news and services for the reader, based on areas of interest and where in the world you are.
– This is a breakthrough for the technology-driven media research in Norway. It has never been granted such a huge amount to drive development in content production, says editor in Adresseavisen Rolf Dyrnes Svendsen.
The company Cxence and Finnish VTT is also involved in the research project.
Difference on Klæbu and Midtbyen
The award comes through the Research Council program “User-driven Research” (BIA). Adresseavisen and NTNU currently work in the Trondheim-based innovation network Nxt Media, and this partnership is now utterligere formalized and strengthened. The technology that will further study is largely developed at NTNU, and makes it possible to customize your news recommendations.
– We have a vision to create a novelty experience that recommends news from the context the user is in. With context, we think both what users have shown interest earlier, background information such as age, gender and other information that the user gives us the opportunity to use to improve our services. In addition, it describes the user’s location right now. If you are in Trondheim, Brazil or Oslo, the reader can get up news that is relevant to the place where you are, says postdoc at the Institute of Computer Technology and Information Technology at NTNU, Jon Espen steward.
– In practice, one can therefore imagine that when one reads opens adressa.no will face look different from another reviewer, based on readers’ different interests?
– Yes. One can imagine that a reader who lives in Klæbu get up matters relevant to his community higher up on the website, than a user who live in the city, for example, says steward.
Challenge with news
The technology is far from unknown. Giants like Google, Facebook, Amazon and Netflix already using it extensively. When using these companies’ services, you get the recommended content based on the information they have about you.
– What is particularly challenging with news, is that this is perishable. While Amazon and Netflix can leave a computer work overnight to find out what movies or books they should recommend, we need to create a technology that recognizes news immediately, before they grow old, says steward.
– Important with transparency
Another challenge recommendation technology bumping into, privacy. Editor Rolf Dyrnes Svendsen says that in parallel with technological development, it will be dealt with how the information they collect about users is handled.
– All this must happen with transparency. Users will have access to how the information is used and privacy must be taken into account, says Svendsen.
He thinks allocation of research funds will be an opportunity to create a new technological industry.
– Now Trondheim a unique opportunity to build dypkompetanse on how to apply big data, says Svendsen.
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