Personalization is the process by which a user customizes a desktop, or Web-based interface, to suit personal preferences. It is also the process of tailoring pages to individual users’ characteristics or preferences. The rise of personalization has intensified privacy issues and user concerns. In most cases, it involves a non-disclosure guarantee between a service provider and user. Personalization in some ways harkens back to an earlier day, by making consumer relationships more closely tailored to the individual.