Abstract: Embodiments provide systems and methods for operating a site in multiple modes including an impersonation mode and a non-impersonation mode. In one embodiment of the non-impersonation mode of operation, a server can be configured to request visitor segments corresponding to a website visitor from a segment provider and process requests associated with the website visitor using the visitor segments associated with the website visitor (and provided by the segment provider) to generate web page files for segment dependent web pages. In one embodiment of the impersonation mode of operation, a server can be configured to process requests associated with the website visitor for segment dependent web pages using impersonated user segments specified by a user to generate the web page files.