Personalization is both a ubiquitous and unappreciated area of research. Everything at Yahoo, from the set of news stories displayed to you on yahoo.com to the order in which blogs are presented to you on Tumblr, is tailored to meet individual user preferences. Yet most users are unaware that any such tailoring has even occurred. In this talk, I'll introduce the concept of personalization and describe the four main components of any personalization task. I'll then discuss some recent work on building profiles of user preferences from rich, mobile data collected by Yahoo Aviate, an intelligent launcher for Android devices. 
mobile