On the internet, everyday we use platforms, our experiences are personalized. These functionalities are now so ingrained in our experiences that we do not even notice them.

There are three broad categories of personalization:

  1. Curation

  2. Recommendation

  3. Discovery

Did you know: 76% of internet users are frustrated if they don't get a personalized experience on a platform


Curation means to show users what they want to see. For example, your instagram feed is curated based on the posts you have liked previously or the influencers you follow.

Curation is closely tied with knowing the interests of the user. In web3 platforms, curation is not yet possible unless the user does many transactions on that platform and the platform interprets it somehow from the on-chain history.

Plurality's smart profiles allow dapps to know the interests of the wallet address from their first use. Using these interests, dApps can curate the experience for the user.


Recommendation means to predict what would interest the user and then recommend it to them as soon as they land on the platform.

The golden rule of websites is to show users content that interests them within 7 seconds of when they land on that platform. That's why all your favorite web2 platforms like YouTube, Netflix, Amazon etc. has a section for recommendations right on the top of the page.

Plurality's smart profiles can help dApps recommend relevant content to users.


Search engines were created so that users could reach the content they need quickly and efficiently. Web2 social platforms took it to the next level by personalizing the discovery and showing them communities they might want to be a part of or people they might want to follow.

This allows users to save time and efficiently reach where they want to reach, a feature still missing from web3 platforms.

Plurality's smart profiles can enable interest based mappings that connect relevant people to relevant destinations.

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