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Web pages are personalized based on the interests of an individual. Personalization implies that the changes are based on implicit data, such as items purchased or pages viewed. The term customization is used instead when the site only uses explicit data such as ratings or preferences.

On an intranet or B2E Enterprise Web portals, personalization is often based on user attributes such as department, functional area, or role. The term customization in this context refers to the ability of users to modify the page layout or specify what content should be displayed.

There are two categories of personalizations:

Web personalization models include rules-based filtering, based on "if this, then that" rules processing, and collaborative filtering, which serves relevant material to customers by combining their own personal preferences with the preferences of like-minded others.

In print media, ranging from magazines to promotional publications, personalization uses databases of individual recipients’ information. Not only does the written document address itself by name to the reader, but the advertising is targeted to the recipient’s demographics or interests.

Promotional items industry (mugs, T-shirts, keychains etc.) are also regularly personalized. Personalized children’s storybooks — wherein the child becomes the protagonist — have also appeared.[1]

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