Patent ID: 8667563

Claim:
A method of providing personalized content to a user of a website via a user computing device, comprising: authenticating a user to a website; storing, in response to the authentication, a cookie on a web browser, cookie information on an institution system associated with the website, and additional information on the institution system associated with the website; identifying an identity of the user based on a cookie stored on the user computing device, cookie information stored on an institution system associated with the website, and additional information associated with the user computing device stored on the institution system; determining a particular confidence level associated with the identification of the identity of the user from a range of confidence levels representing a strength of an internet protocol (IP) address match of the user computing device, wherein the range includes more than two confidence levels; generating a particular degree of personalized content personalized to the user, including personalized content the user is permitted to select, wherein the personalized content is based on the particular confidence level associated with the identification of the identity of the user; and delivering the personalized content to the user computing device.