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Content personalization is a method used in digital marketing, as well as web and user experience design, that seeks to tailor a digital product to specific user needs. As content distribution and end user devices expand in popularity and diversify in terms of format and implementation, personalized user experiences become more common as the science of content personalization advances.
Content personalization has existed in the world wide web as far back as its earliest iterations. Cookies and browser caching have allowed user information to be tracked and stored in order to customize future web interaction. As web technology evolved, and as interfacing with the internet began to take place in newer formats (such as tablets and smartphones) content personalization has become more important and more common.
A prominent form of content personalization is the recommendation engine, which is a software program that keeps track of information (such as clicks, searches and preferences) that is in turn relayed into future use in the form of suggestions for the user. Amazon.com was one of the first websites to incorporate the software, as it used it to recommend books to repeat visitors (back when it was solely a book vendor).