At Yahoo Research, Personalization joins traditional search and recommendation with the emerging idea of personalization within real-time experiences on mobile devices using rich context, adding anticipation to the mix. Anticipation depends on "hyper-personalized" and "hyper-contextualized" data, for example, as in predicting in real time that a person is about to begin their nightly jogging routine. A system could then open the user's favorite jogging app and execute the “start a run” action, and at the same time open a favorite music app and tune to a well-suited local radio station. Key problems in this area include contextual profiling, context-based intent prediction, personalized recommendations and real-time federated search.