By means of design tools, specifications are collected in a design repository, which is next used for Web page generation. This dynamic, data-centered approach opens up opportunities for personalizations: each user can be mapped to an individual hypertextual view of the Web site (called site view), and business rules may be used to change site views, both statically and dynamically. We argue that personalization of Web access (also called one-to-one Web delivery) is naturally supported by the proposed data-driven approach, and is at the same time a key ingredient of the Web applications of the near future.

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