AOL has acquired Gravity,a leading company in multi-screen content optimization and personalization and the company that created the Interest Graph.
Gravity’s patented technology creates Interest Graphs based on individuals’ interests, preferences and habits and allows publishers to offer a tailored and relevant selection of editorial and advertising content to readers.
“Every day we’re presented with an overwhelming amount of information to consume on our favorite websites and apps,” said Gravity CEO Amit Kapur. “It’s time to move beyond searching for the best content to having the best content search for you. We believe that by combining AOL’s vast brand, publisher and advertiser network with Gravity’s interest graph technology, we can do just that.”
“The web is moving to the era of personal, and a personal web filter will reshape how consumers get information and services,” said AOL Chairman and CEO Tim Armstrong. “Gravity is joining AOL to lead the personalization transformation of AOL’s brands and platform partners.”
The purchases price is for an initial $83 million, with another $7.7 million paid out over the next two years.
Gravity is Founded in 2009 by Amit Kapur, Jim Benedetto and Steve Pearman.
