Web sites sell personalization as a benefit.
But it's also a tool for collecting information to manipulate your buying decisions. Today I want to talk about personalization, what's in it for you, what's in it for Web sites, and how to keep the Web from getting a little too friendly with your information. Giving Web pages a personal feel is a key way to keep you coming back. Click for more . By now, most surfers have tweaked Yahoo or Excite or another site to reflect their preferences in news, sports, etc.