PRIVACY-ENHANCED PERSONALIZATION.

The article discusses the connection between online privacy and personalized Web sites. Because consumers have been shown to value personalized content, and personalization on Web sites also is profitable for Web vendors, Internet providers often place an emphasis on this personalization. However, the practice is deterred by the fact that personalization often entails gathering extensive amounts of data about consumers, leading many to be concerned about their online privacy and how much they are tracked.