Abstract—Today the modern phase of the internet is the personalize phase where the user is able to view everything that matches his/her interest and needs. Nowadays, Web users are relying totally on the internet in relation to all the problems they have in their daily life. If someone wants to find a job he/she will look on the internet, similarly if someone wants to buy some product/item the best preferred platform will be the internet so due to large numbers of users on the internet and also due to the large amount of data on the internet people starts preferring those platforms where they can find what they need in as minimum time as possible. The only way to make the web intelligent is through personalization. Web Personalization has been introduced more than a decade ago and many researchers have contributed to make this strategy as efficient as possible and also as convenient for the user as possible. Web personalization research has a combination of many other areas that are linked with it and includes AI, Machine Learning, Data Mining and natural language processing. This report describes the whole era of web personalization with a description of all the processes that have made this technique more popular and widespread. This report has also thrown light on the importance of this strategy and also the benefits and limitations of the methods that are introduced in this strategy. This report also discusses how this approach has made the internet world more facilitating and easy-to-use for the user.

Index Terms—web personalization, learning, matching and recommendation  

Cite: Zeeshan Khawar Malik and Colin Fyfe, "Review of Web Personalization," Journal of Emerging Technologies in Web Intelligence, Vol. 4, No. 3, pp. 285-296, August 2012. doi:10.4304/jetwi.4.3.285-296