If you are a visitor who came from Google, searching for “Black basketball shoes, why you need to see all the girls t-shirts and makeup banners. It doesn’t reflect the target of the website for your segment, and its to sell you basketball shoes, preferably black shoes (if those one exists, and i am sure that they do). So this is just a very simple example of content personalization. It means serving different content automatically according to the visitor’s behavior online (Implicit Personalization).