Normally, a web server will return the same HTML content in response to a browser request regardless of the user or the circumstances. With personalization, however, some or all of the webpage may be customized to the particular user.
I provided the content for the Patent Application of the algorithm implented in the Holistis website personalization service entitled ELECTRONIC DATA DISPLAY MANAGEMENT SYSTEM AND METHOD
“A system and method for providing personalized content to a user on a personalized portion of a webpage. The personalized content is selected based on one or more user attributes using two dimensional lookup tables that contain indexes to the appropriate content. The two dimensional lookup tables may be linked together and ordered according to their significance”