Patent ID: 7631032

Claim:
A method of a user interacting with an Internet site managed by a first entity, comprising: (a) receiving at the site, from a user of a remote computer connected to the Internet, a request for an Internet page; (b) receiving at the site, a predefined site-independent user profile record of the user transmitting the request, provided by a second entity not associated with the first entity; (c) obtaining, responsive to the request, information content of the Internet page; (d) selecting through an atmosphere server associated with the site a trait defining characteristics for a display format of an Internet page to the user that is a complement to at least one attribute of the user profile record provided to the site and used by said atmosphere server; and (e) responding of the site to the request, with a page presentation of the provided information content of the requested Internet page in a display format defined in accordance with the trait selected through the atmosphere server responsive to the user profile record.