Trinity Mirror is to deliver personalised web content across its national news and entertainment sites using “recommendation engine technology” by Rummble Labs, a London-based technology start-up.

In a release, Rummble Labs said it will integrate its technology across the Mirror’s website, 3am and the Mirror’s football site to “provide better targeted and personalised content to users”.

The technology will deliver personalised content by combining real-time analysis of social data with site activity, the release states.

Rummble Labs said that the technology will allow Trinity Mirror to take activity data and combine it with meaningful social data insights from Facebook, to provide powerful recommendations on content or products.

In the release, Chris Ellis, Trinity Mirror’s managing director, digital, nationals division, said:

The recommendation engine will provide highly-personalised content for our users and will drive engagement and page views across our news, entertainment and sports sites.

Alex Housley, chief operating officer, Rummble Labs said:

We will be helping Trinity Mirror make sense of a huge amount of social data and enabling them to unlock the real value of that data.