Personalized services using a client-side user model

1. A computer-implemented method for providing personalized services, the method comprising:

receiving, from a client device, a request for a personalized service for a user;

transmitting, to a data server, a request for user data for the user to be used to personalize the service in response to the received request;

receiving, from the data server, a notification that the user data is stored on the client device in response to transmitting the request for the user data; and

providing, in response to the receiving of the notification that the user data is stored on the client device, personalization instructions and the service to the client device, wherein the personalization instructions are configured to enable the client device to personalize the service based on the user data stored on the client device.

2. The computer-implemented method of claim 1 , wherein the providing of the personalization instructions and the service to the client device comprises:

generating the personalization instructions; and

transmitting the personalization instructions and the service to the client device via a network.

3. The computer-implemented method of claim 1 , wherein the request for the personalized service is a request for a particular web page, and providing the service to the client device comprises transmitting the requested web page to the client device.

4. The computer-implemented method of claim 3 , wherein the personalization instructions are configured to enable the client device to personalize the requested web page based on the user data stored on the client device.

5. The computer-implemented method of claim 4 , further comprising transmitting a set of possible content items that may be used to personalize the requested web page.

6. The computer-implemented method of claim 5 , wherein the set of possible content items comprises at least one advertisement.

7. The computer-implemented method of claim 5 , wherein the personalization instructions comprise instructions to select at least one content item from the set of possible content items to include in the requested web page.

8. The computer-implemented method of claim 1 , further comprising:

receiving, from the data server, the requested user data for the user; and

providing the personalized service to the client device based on the received user data.

9. The computer-implemented method of claim 1 , wherein the personalization instructions and the service are provided to the client device without having received the requested user data.

10. A system comprising:

one or more processors; and

a machine-readable medium comprising instructions stored therein, which when executed by the one or more processors, cause the one or more processors to perform operations comprising:

receiving, from a client device, a request for a personalized service for a user;

transmitting, to a data server, a request for user data for the user to be used to personalize the service in response to the received request;

receiving, from the data server, a notification that the user data is stored on the client device in response to transmitting the request for the user data; and

transmitting via a network to the client device personalization instructions and the service to the client device in response to the receiving of the notification that the user data is stored on the client device, wherein the personalization instructions are configured to enable the client device to personalize the service based on the user data stored on the client device.

11. The system of claim 10 , wherein the providing of the personalization instructions and the service to the client device comprises generating the personalization instructions.

12. The system of claim 10 , wherein the request for the personalized service is a request for a particular web page, and providing the service to the client device comprises transmitting the requested web page to the client device.

13. The system of claim 12 , wherein the operations further comprise transmitting a set of possible content items that may be used to personalize the requested web page.

14. The system of claim 13 , wherein the set of possible content items comprises at least one advertisement.

15. The system of claim 13 , wherein the personalization instructions comprise instructions to select at least one content item from the set of possible content items to include in the requested web page.

16. A computer-implemented method for providing personalized services, the method comprising:

transmitting a request for a service to a server, wherein the server is to provide personalization instructions to enable personalization of the service based on a determination that a user model is stored on a client device;

receiving the requested service and the personalization instructions from the server;

personalizing the service using the personalization instructions and the user model stored on the client device; and

providing the personalized service to a user.

17. The computer-implemented method of claim 16 , further comprising receiving a set of possible content items that may be used to personalize the service.

18. The computer-implemented method of claim 17 , wherein the request for the service comprises a request for a particular web page, and wherein receiving the requested service comprises receiving the requested web page.

19. The computer-implemented method of claim 18 , wherein the personalizing of the service using the personalization instructions comprises:

filtering the set of possible content items by selecting at least one content item from the set of possible content items based on the personalization instructions and the user model stored on the client device; and

including the selected at least one content item in the requested web page.

20. The computer-implemented method of claim 19 , wherein the set of possible content items comprises at least one advertisement.