There’s no one following me around the supermarket

Why do I always see exactly what I am interested in on the internet? Personalised advertising has its advantages, but it is often annoying and can have unwanted effects on users. This blog post is a peek into an ongoing research project on this topic. The project explores how internet users experience personalisation and how the risks, benefits and choices can be better explained to them. There are many misconceptions in the public debate about personalisation.