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The "personalization" of the web is not a Google-specific phenomenon. I am, at this very moment, sitting in a session at the Adobe Digital Marketing Summit where a marketer from Toyota is espousing personalizing site content to users.

This practice is being pushed _hard_ to all businesses here as a central theme of growth of the internet. In the sense that this drives better business, it certainly will be. Don't expect to go to Toyota.com and see the same experience as your neighbor anymore.

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