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It is shown that personalization of web content can be advantageously viewed as a form of partial evaluation --- a technique well known in the programming languages community. The basic idea is to model a recommendation space as a program, then partially evaluate this program with respect to user preferences (and features) to obtain specialized content. This technique supports both content-based and collaborative approaches, and is applicable to a range of applications that require automaticarXiv:cs/9910015v3 fatcat:lx4j3o2fpvbvrnw6hcwnc3znfa