yourData helps you understand data on the web

The yourData feature shows you what data was used to decide which content to show you on our site.

Personalisation on the web

Personalisation is where a website uses data about you to decide what content you see.

For example, our website has two versions of the article entitled yourData – helping you see data in action. When you visit the site, we check whether your web connection, the IP address in particular, is located in the UK.

If you are in the UK, we show you a version of the page that has more relevant information to you, such as this paragraph about UK data policy.

The UK will in future develop separate and independent policies in areas such as data protection.

Boris Johnson, UK Prime Minister


If you connect from another country, then we won’t show you the UK policy content, and might give you something else like:

GDPR expands protections for personal information of EU citizens wherever that data may be. The law extends its reach beyond the boundaries of the EU to any company "processing" the data of EU citizens.

Ashik Ahmed,

Hovering on the yourData icon at the top of that article gives a popup showing the data used to personalise the page.

Why have you added the yourData feature?

The yourData popup feature is an effort to improve data transparency on the internet. We show it on pages where personalisation has been used to help you understand data usage better.

There are many more applications of this sort of technology, like breaking filter bubbles and empowering users to share their data wisely. This is just the start of what's possible. We think people should demand data transparency everywhere.

If you are interested in finding out more about this project or supporting it, please sign up to our mailing list or contact: [email protected]

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