AOL to Acquire Personalization Tech Firm Gravity

Data company promises publishers higher engagement

AOL has agreed to acquire Gravity, a Los Angeles, Calif.-based technology company which aims to improve content discovery through vast reams of user data. According to The Wall Street Journal, the deal is for at least $83 million.

Gravity, founded by former MySpace executive Amit Kapur, touts itself as a leader in the movement toward a more personalized Web experience. In describing Gravity's technology, Kapur has said that Web users have unique interest graphs that can be leveraged—through automated technology—to help them find more content that interests them.

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