Patent ID: 8073747

Claim:
A web site that enables users to obtain behavior-based content, the web site comprising: a server system comprising one or more computing devices, said server system configured to provide interactive user access to an electronic catalog of items; and a client application program interface (API) that runs on the server system and provides functionality for the server system to communicate over a network with a personalization service in association with a personalization account corresponding to the web site; said server system configured, via the client API, to report a plurality of different types of user-generated events to the personalization service in association with said personalization service account, said user-generated events including item selection events in which a user selects a catalog item in the electronic catalog, wherein the server system, in reporting user-generated events to the personalization service, is configured to use an ID transformation function to transform actual user IDs of web site users into transformed user IDs that are reported to the personalization service, such that the actual user IDs are not exposed to an operator of the personalization service; said server system additionally configured, via the client API, to send requests to the personalization service for item recommendations that are based on the reported user-generated events, including requests that specify one or more limiting parameters for limiting the generation of the item recommendations; said server system further configured to incorporate the item recommendations obtained from the personalization service into web pages served to users.