Abstract: While web site content is often static, dynamic web content personalization may allow for a more beneficial user experience. The present disclosure discusses gathering information on a user from a plurality of different websites, on which the user may be identified differently. Based on common linking information, a correlation can be made, however, between the different user identifiers on the different websites. With this correlation, potentially sparse information gathered from many different smaller websites can be aggregated and logically connected, enabling greater depth of knowledge on users' profiles. Profile data based on user actions on different websites (such as selecting an item for purchase) can be transmitted to other systems which can then use this data to present dynamic personalized content. In some embodiments, artificial intelligence techniques can further refine the usefulness of the profile data that is collected.