The article elaborates the personalization experience on the Website of online service provider Yahoo! Inc., with specific focus on My Yahoo!, Yahoo! Companion, and Inside Yahoo! Search. My Yahoo! is a customized personal copy of Yahoo!. The actual content of each module in this section is updated automatically, so users can see what they want to see. Yahoo! Companion is a browser's embedded toolbar from which a user can directly access most of Yahoo! features from anywhere on the web. Inside Yahoo! Search ensures that search results are presented in a personalized format. These experiences epitomize that scalability potential must be built into any web personalization product, right from the onset. Directly associated with personalization is the issue of privacy. Any company that collects private information must guard it with its business life. Usability, in other sense, intuitive predictability of user requirements is the most challenging technical issue for large-scale personalization. Connecting people and computers in a personal way is a difficult proposition, and encompasses a blend of these factors outlined.