1. A method comprising: receiving, at a web server, a request to access a web page provided by the web server, the request comprising a user login identity for logging a user into the web page, the user login identity authenticating the user based on a separate account managed by an authentication provider different and separate from the web server; requesting and receiving, at the web server, social profile data for the user from the authentication provider using the user login identity; identifying, at the web server, a segment by determining that the social profile data satisfies a plurality of conditions specified by a plurality of rules for the segment, wherein the segment indicates an attribute common to a plurality of separate accounts managed by one or more authentication providers, wherein the segment comprises the plurality of rules, wherein each rule specifies at least one condition from the plurality of conditions, and wherein identifying the segment comprises: generating a user profile based on the social profile data; storing the user profile locally at the web server; and selecting the segment from a plurality of segments based on determining that data from the user profile satisfies the plurality of conditions specified by the plurality of rules for the segment; identifying, at the web server, personalized content based on the attribute indicated by the segment; and providing, at the web server, the personalized content as part of the web page provided by the web server.