This study makes an inquiry into algorithmic personalization through the lens of technology as a phenomenon itself. It applies Heidegger’s phenomenological method for the analysis of modern technologies explicated in his seminal essay, The Question Concerning Technology, as well as his overall phenomenological investigation into the question of Being. The study perceives algorithmic personalization not as a novelty but as a manifestation of continuity. The pervasiveness of algorithmic personalization is a result of a preceding ontological disposition that represents human beings as ‘standing-reserve’ (Bestand) or resources, i.e., digital data. The study concludes that extensive datafication of all beings through data-hungry algorithms ultimately culminates in the datafication of the Being itself. That is, data emerges as the primary clearing (Lichtung) and the principal source of intelligibility for revealing all significant and meaningful phenomena.