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A9, which recently launched Yellow Pages, has now created a very interesting RSS-based "open search" platform that allows users (once they're signed in) to customize and add "columns" to their A9 interface.

A9 and MyYahoo, as well as some of the new things that AOL is doing, are showing the way toward search personalization for the mainstream.

According to recent TKG-BizRate online consumer survey data, users are interested in the idea of personalization, but few of them have actually adopted it.

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