Personalization

The ability to provide specific information and application functionality based on known or inferred characteristics of a user.

Decisions are made in real time about what to show or not show to a user based on the profile built up over time.

Content

All the visible components of a display, including data, text, images, and structural elements.

Content Targeting

The ability to display information dynamically to users based on their interests and behavior, either explicitly stated or implicitly observed.

Profiling

The ability to collect information about users in order to deliver the most appropriate and effective content.

Profiling is accomplished using registration information, by explicit polling, and by real-time observation of user behavior.

Rules-Based Filtering

The ability to show users information based on rules defined by a system administrator or marketing manager.