Google feed puts personalized news stream in the mobile app

Google Signage

Google says the news cards you see in your feed would become more relevant over time and they would also change along with your interests and the things trending in your area.

The new Google Feed alongside the new Follow button are rolling out now to Android and iOS devices in the US.

For the most part, Google's search app feed is primarily taken from interests such as websites and news stories you have visited or searched for previously. At a glance, it does look quite similar to Google Now, but with each individual card in the new feed, Google is attempting to give you broader context for the stories presented.

Google engineering VP Shashi Thakur said that the idea of the feed is to help users navigate the cacophony of noise online, from social media to news apps and conversations with friends. This will let users fact check articles and see other relevant information about a topic.

Google wants its mobile app to be more than just a vehicle for retrieving answers to questions.

If you don't like the topic of a card Google posted to your feed, you can simply press the three vertical dots in the top right corner and select "Not interested". In comparison, Feed avoids blindly surfacing the newest content.

As the late, great Dr Seuss once said, "there is no one alive who is you-er than you". It will also reflect your interest level for various topics. In other words, Google wants to make it easier for you to discover information and stay connected while using its feed.

The feed initially launched in December, but Google says it has since advanced its machine learning algorithms to better anticipate what's interesting and important to each user. Now, the company is taking things a step further with additional security features that block unverified apps and App Scripts. If you listen to your favorite bands on YouTube or Google Play Music, the feed can determine the type of music you like and recommend local concerts. Google Now was always ad-free, but when the feed (by any name) gathers so much data about what we like to watch, read, and do, it seems like only a matter of time before Google starts to put all that valuable data to good use. Unlike Google Now, the feed pulls a lot of its information from things you've followed, but it does still use your Google Search history and Chrome browsing history to improve its results and customize them for you. If you're a programmer and you've been searching for articles around a certain topic, Feed might include an article published a year ago if it thinks you'll find it useful.

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