The Web, Now Just for You

New online tools offer personalized recommendations to help users find what they likeand help advertisers target their audience

Kevin Rose likes to talk about his taste for oolong tea. But lately the founder of Digg, a popular bookmarking site that enables users to submit links to Web pages and articles they find noteworthy, has been more vocal about strangers' appetites for, well, everything. Rose has been paying particular attention to which Web sites, stories, and links are gobbled up by the 900,000 registered users who visit Digg—and which ones are cast aside. He plans to use what Digg knows of its members' tastes to help them find more media fare they might want to consume.

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