The Web has become a user-centric platform where users post, share, annotate, comment and forward content be it text, videos, pictures, URLs, etc. This social dimension creates tremendous new opportunities for information exchange over the Internet, as exemplified by the surprising and exponential growth of social networks and collaborative platforms. Yet, niche content is sometimes difficult to retrieve using traditional search engines because they target the mass rather than the individual. Likewise, relieving users from useless notification is tricky in a world where there is so much information and so little of interest for each and every one of us. We argue that ultra-specific content could be retrieved and disseminated should search and notification be personalized to fit this new setting. We also argue that users' interests should be implicitly captured by the system rather than relying on explicit classifications simply because the world is by nature unstructured, dynamic and users do not want to be hampered in their actions by a tight and static framework. In this paper, we review some existing personalization approaches, most of which are centralized. We then advocate the need for fully decentralized systems because personalization raises two main issues. Firstly, personalization requires information to be stored and maintained at a user granularity which can significantly hurt the scalability of a centralized solution. Secondly, at a time when the 'big brother is watching you' attitude is prominent, users may be more and more reluctant to give away their personal data to the few large companies that can afford such personalization. We start by showing how to achieve personalization in decentralized systems and conclude with the research agenda ahead.