Custom tailoring information to the individual. On the Web, personalization means returning a page that has been customized for the user, taking into consideration that person's habits and preferences from previous visits. On public websites, personalization typically means targeted ads. On private websites, such as a company website (intranet), personalization delivers content the user might be interested in reviewing or must review due to company policy.
The Rationale for Ads
People complain about the abundance of ads they see when visiting a public website; however, if they enjoy the content, they might as well see ads that could interest them rather than products they would never use or buy. See
B2E portal and
corporate portal.