Personalization is the ability of a web-site to present content that is unique to the individual (client machine) viewing the content. This unique content is based on the individual's past behaviour with the site. Tools for web-site personalization include the cookie file which identifies the user; server-side scripting (this allows the presentation of data, stored in the company's databases, to be presented dependent on the cookie file) and collaborative filtering (makes predictions on preferences based on similar customers' preferences).

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