Spotback describes itself as "a new breed of personalized news service. It is designed to quickly learn each user’s fields of interest and style by analyzing how users rate and interact with news information. It then offers users the most interesting, relevant and hard to filter news information personally tailored to their taste"
It goes on to say "the true challenge of a personalized information service lies in finding the information that will interest individual users the most rather than the information that most users think is interesting. This concept makes Spotback fundamentally different from the existing ‘find the most popular content’ or ‘top stories’ technologies