Los Angeles Business Journal

Websites Increasingly Vary Offers Based on User Information

Thursday, January 3, 2013

It was the same Swingline stapler, on the same Staples.com website. But for Kim Wamble, the price was $15.79, while the price on Trude Frizzell's screen, just a few miles away, was $14.29. A key difference: where Staples seemed to think they were located, according to a Wall Street Journal investigation, which concludes that the idea of an unbiased, impersonal Internet is fast giving way to an online world that is increasingly tailored and targeted.