In an age of information that is accessible almost everywhere, publishers no longer reach their users through content, but through addressing them. Paradoxically, the aspect of personalization has hardly been professionalized in German-speaking newsrooms. Instead, they rely on international players such as Google. Due to a vast amount of cookies and tracking, however, users are increasingly distrustful of excessive data collection. Even Google has realized this and is planning to change its method of tracking. It is clear that the tracking will no longer target the individual through cookies. First, it was planned to form cohorts, now it will be tracked via contexts. This means that areas of interest will be defined: For example, someone is looking for yoga then he will be added to the tracking "fitness". Newsrooms, however, don't need to leave personalization to the discretion of big technology companies. Today, responsible personalization is feasible for publishers in-house.