The programme is shaped by an editorial department, but users are able to personalise the content by using any of the several functions, such as a more like this button.
The idio platform allows publishers and brands to personalise their content and distribute it across multiple platforms, which is intended to improve audience engagement and revenue.
The advantage to an organisation of attaining this unified view comes from the ability it gives to analyse past behaviour in order to better target and personalise future customer interactions.