1. A method of providing a personalized content in a content providing server, comprising: receiving, from a client, a content request identifying a content category; identifying the client associated with the content request; identifying the content category from the content request; determining if the content category is included in a preference tag associated with the identified client, wherein the preference tag comprises a plurality of hierarchical category identifiers selected from a hierarchical configuration of category identifiers; and if the content category is included in the preference tag associated with the identified client, providing personalized content in accordance with the preference tag of the identified client.