A Personalized Web is a Better Web

The future of the web is personalized. Cutting-edge sites and applications that many people use every day like Amazon, Netflix, Google Now, and Waze already use data to create powerful new user experiences. Consumers have now come to expect personalized website experiences that save them time and help them discover content.

AddThis is a leading provider of website tools and we’re working hard to power the personalized web. We have strong opinions on how this should be done; emphasizing discovery, transparency, and user control, without surprising users and boxing in their choices. To hear more, check out our blog series on personalization.

Our goal is to help you grow your website by empowering you with ways to deliver more relevant and engaging content experiences for your site visitors. We put our non-personally-identifiable data to work for you in the form of personalized content recommendations and social integration.

Privacy and safety are very important to us. We are fully compliant with all industry standards and we are actively engaged with privacy leaders and standards bodies such as the NAI and DAA. In contrast to the apps listed above, all of our data is non-personally-identifiable. We don’t capture your name or email address when you visit a website, and if you provide them to us to use our email sharing service we scrub them right after we handle your request.

AddThis has the greatest reach according to comScore’s distributed content category and we’re uniquely positioned to set standards for personalizing the web in a safe, user-friendly and privacy compliant way. We are in the the early stages of a data transparency initiative that will give users even more control over their data and web personalization. More on that soon in a future blog post.

This is an incredibly exciting time in the industry. The advances being made today in personalization are revolutionizing the way the world interacts with content. AddThis is proud to be leading the way.

To learn more about our privacy policies or to opt-out please visit:

Contact us, we welcome your feedback.

  • Website Developer

    Where is the transparency when AddThis uses experimental techniques like canvas fingerprinting without informing website owners?

  • Website Developer

    Where is the transparency when AddThis uses experimental techniques like canvas fingerprinting without informing website owners?

  • Non-personally identifiable and personalized are defined opposites.

  • Hi there. When it comes to our personalization algorithm, we subscribe to the industry-accepted definition, where “web pages are personalized based on the characteristics (interests, social category, context, …) of an individual” and it “implies that the changes are based on implicit data, such as items purchased or pages viewed.” Here’s a link for reference: And when we say we don’t use PII for personalization, here’s the stuff we mean:

  • I’m glad you’re following industry practices with that! The problem here is that you don’t appear to be evaluating the legitimacy, efficacy, or ethics of those rules. That’s the issue I have. PII is defined too narrowly, and the data used for personalization too vaguely. If we can identify individual users from only cellphone towers, there’s little hope that the currently accepted definitions used here are adequate. (Mobile device; Google the cell towers thing if unfamiliar)

  • Thanks for chiming in. We now better understand the community’s concerns, and we’re taking action to change the way we do tests in the future, which includes reaching out to our community before we conduct future tests. We hope you’ll take a moment to read our latest post about our recent R&D test, and hope you’ll continue dialoguing with us:

  • ankit khurana

    hi richard ,
    personalization is a big question and a demand in the industry alongwith the demand to achieve it completely comes delivering it without of a much bugs , the challenge lies is to meet the same challenge.