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Personalized Notification System

Personalized Notification System

1
posts
2026

Netflix has developed a hierarchical framework for its personalized notification system, separating long-term strategic decisions from real-time tactical execution. This involves a 'Slow' policy that creates a personalized weekly messaging plan for members, considering long-term engagement and potential fatigue, and a 'Fast' policy that handles immediate send decisions within those strategic guardrails. This decoupling allows for independent optimization of pacing strategies and message selection, leading to significant improvements in member engagement, particularly for casual viewers, and better management of notification fatigue and opt-out risk.

2026

Thinking Fast & Slow for a Personalized Notification System

6/20/2026

Introduced a hierarchical 'Slow-Fast' architecture for the personalized notification system. The 'Slow' policy makes strategic decisions about a member's weekly messaging plan (frequency and pacing) by maximizing a utility function that balances engagement signals against long-term messaging costs. The 'Fast' policy executes tactical send decisions based on this plan, pulling it from a low-latency feature store. This decouples frequency planning from message selection, enabling independent evolution of both components and improving member experience by respecting longer-term horizons.