High Performance Personalization with Next.js Middleware

Hi everyone! Author here. Happy to answer any questions or take any feedback.

I was inspired to write this post when exploring all the many different ways to do implement personalization, and realizing just how powerful Next.js middleware is. So I thought I'd share some of those learnings and a step-by-step guide on how to actually implement it. Totally changed the game for me, makes it so easy to make custom content for different segments while maintaining high performance for my site.