Gravity (American company)


Gravity was a start up Content Personalization Company based out of Los Angeles, USA. They helped publishers and advertisers deliver personalized content and ads. The company was founded in 2009 by Amit Kapur, Jim Benedetto, and Steve Pearman. The company was acquired by AOL in January 2014 for a reported $90.7 million.

Products

Gravity offered Content Personalization by using something they developed using 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 got a Semantic and a Virility 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, surveys, etc.

Customers and partners

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