The threat to the future of web personalization is crippled with rising privacy concerns. A poll suggests that 91% people believe that they have lost control to their personal data. But most of them are also supporting the personalization of websites. Therefore, it is important to find out what types of data user is comfortable sharing with the manufacturer. There is no subjective answer to that question, different people have different standards. Some suggest that giving the control over personalization directly into the hands of customers is the best way to tackle this situation. Read more at: 

https://www.smartdatacollective.com/privacy-concerns-hinder-personalization-web-based-applications/