Abstract: One embodiment of the present invention provides a system for producing personalized web site content to be presented to a user of a content provider web site based upon information gathered regarding the user. The system operates by receiving data sent from a remote browser to a personalization server. This data is sent by a web page on the remote browser and includes an identifier for the user. This web page was previously sent from the content provider web site to the remote browser while the remote browser was navigating through the content provider web site. The personalization server uses the identifier to look up information related to the user in a database associated with the personalization server. This information is used to produce personalized web site content for the user based upon the interests of the user. For example, personalized web site content can include hypertext markup language (HTML) code, images or navigational options to other web locations.