The application server often sits between two firewalls. When a page is requested by a browser, standard pages composed in HTML are handled directly, but those that require data from back-end databases need to be translated. The personalisation engine tends to sit inside a firewall. It can either be a specialised application server or a specific personalisation engine running on the application server. It identifies patterns of use by Web visitors to enable targeted content to be delivered to individuals.
Some companies offer two or more of the above elements.
But many older companies have core competencies outside content management. The XCM Alliance is attempting to define the role of content management, to aid clarity in marketing and buying.