Nineteen million people have personalized a Web page, while demands for privacy are as strong as ever.Online businesses face a delicate balance between strong consumer demand for privacy protection and a real consumer desire for personalized treatment. Successful businesses must collect relevant information; and use it properly as a competitive tool. As consumers become more comfortable online, they are increasingly open to providing personal information to their favorite Web sites. But, they are stridently demanding that this information be used to enhance their experience — and that the information is not used in ways that abuse a privileged relationship, or even be subject to a perception of abuse.
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