Zip2 also offers a personalization feature, calendar listings and free E-mail.

If you simply wish to view pages on georgia.gov, or conduct most transactions, you are not required to use the personalization features.

Other search services, such as Ask Jeeves, Looksmart and Amazon.com's A9, have introduced similar personalization features.

In 2011 8coupons developed an iPhone app with an augmented reality view and relaunched the website with new filtering and personalization features.

Combined with the personalization features of SBA Direct, users no longer have to mine through pages of information to find answers.

"It's convenient and helpful for customers, and it does help generate sales," Mr. Cast said, referring to the personalization feature on Walmart.com's music section.

Finally, for those who still enjoy having their own opinions, Slate will soon offer a new "personalization" feature.

Voter.com, a site that uses personalization features to put people in touch with candidates, is also seeking ad revenues.

With its coherent interface, role-based content, and personalization features, the portal enables you to focus exclusively on data relevant to your daily decision-making processes.

Many Web merchants have been much more concerned with cutting costs and providing easy site navigation than adopting so-called "personalization" features, which are seen more as luxuries than necessities.