It customize the web page for the user as per their personal interests
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Website Personalization is the process of creating customized experiences for visitors to a website. Rather than providing a single, broad experience, website personalization allows companies to present visitors with unique experiences tailored to their needs and desires. Personalization is by no means a new concept.
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hope it's helpfull
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i think cookies is the answer ( not the cookies which we eat)
hope it helps...
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