British broadcaster ITV has, not for the first time, licensed the services of a specialist in content personalization – perpetuating the trend that self-builds are bad business in the game of recommendation algorithms. Italy’s ContentWise has secured the tenure, successfully replacing an existing supplier of content personalization software, following a remarkably competitive RFP up against rivals ThinkAnalytics and 24i Media, according to Renato Bonomini, VP of Sales Engineering at ContentWise, in conversation with Faultline this week. The sunken supplier at the hands of ContentWise is not being publicly named, despite Faultline’s best efforts, but whoever it was could not compete with ContentWise’s ability to generate double digit increases in conversion rates for the ITVX streaming service, as well as lifting…