Online Content Providers Give In to Gravity's Personalized Pull

Startup gets big partnerships but not without critics

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There’s no shortage of startups betting on personalized news—and at least one of them, Gravity, has major news organizations joining the wager.

Founded by a group of former MySpace executives, Gravity first launched a year ago. At the time, CEO Amit Kapur said the startup’s initial products—including a site that helped identify interests based on Twitter accounts—were just meant to show off its technology. Now, Gravity is focused on Kapur’s real goal: partnering with publishers to personalize their content for consumers.



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