Gravity (American company)

Gravity was a start up content personalization company based out of Los Angeles, California, United States. They helped publishers and advertisers deliver personalized content and ads. The company was founded in 2009,[1] by Amit Kapur, Jim Benedetto, and Steve Pearman. The company was acquired by AOL in January 2014, for a reported $90.7 million.[2]

This article is about the U.S. content and ad company. For other companies, see Gravity (disambiguation) § Brands and enterprises.
Gravity
IndustryInternet information provider
Founded2009 (2009)
FoundersAmit Kapur
Jim Benedetto
Stevee Pearman
Defunct2014 (2014)
FateAcquired by AOL
Headquarters
Los Angeles, California
,
United States

Products

Gravity offered content personalization by using something they developed, the "interest graph", to tailor specific interests of each user on social websites. The "interest graph" used real time ingestion to process content and behavior data. The data then underwent semantic analysis and the "interest graph" was created, according to each specific user. Gravity also uses these graphs in relation to specific brands. The data presented in these graphs give specific information on what customers a company has and their preferences. The companies using Gravity "interest graphs" were able to directly see what their customers want and expect. The graphs enabled brands to eliminate focus groups, market research, and surveys, etc.[3]

Customers and partners

Gravity had a wide variety of clients and was utilized by over 50 companies and publishers.[4]

References
  1. Gravity. "Gravity About". Archived from the original on February 1, 2014. Retrieved January 30, 2014.
  2. Mashable (January 23, 2014). "AOL Acquires Content Personalization Firm Gravity for $90 Million". Mashable. Retrieved January 30, 2014.
  3. "Gravity Can Graph Your Internet Clicks For New Customer Snapshots". Forbes. Retrieved January 30, 2014.
  4. "How to Attract Eyeballs to Branded Content". Adweek. May 14, 2013. Retrieved January 30, 2014.
  5. "Sector RoadMapTM: content personalization in 2013" (PDF). Gigacom. Archived from the original (PDF) on June 26, 2013. Retrieved January 30, 2014.
  6. "Gravity launches API, ushers in a personalized Web for all". PandoDaily.
  7. "Gravity Raises $10.6M For Content Personalization And Marketing, Round Led by GRP Partners". TechCrunch. October 2, 2012.
  8. publisher. "Gravity launches API, ushers in a personalized Web for all". Retrieved January 30, 2014.
  9. "Gravity Can Graph Your Internet Clicks For New Customer Snapshots". Forbes.
  10. "How to Attract Eyeballs to Branded Content". Adweek. May 14, 2013.
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