Gravity (American company)

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Gravity
IndustryInternet information provider
Founded2009 (2009)
FoundersAmit Kapur
Jim Benedetto
Steve Pearman
Defunct2014 (2014)
FateAcquired by AOL
Headquarters,
United States

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]

Products[edit]

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[edit]

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

References[edit]

  1. ^ Gravity. "Gravity About". Archived from the original on 1 February 2014. Retrieved 30 January 2014. CS1 maint: discouraged parameter (link)
  2. ^ Mashable. "AOL Acquires Content Personalization Firm Gravity for $90 Million". Retrieved 30 January 2014. CS1 maint: discouraged parameter (link)
  3. ^ a b Forbes. "Gravity Can Graph Your Internet Clicks For New Customer Snapshots". Retrieved 30 January 2014. CS1 maint: discouraged parameter (link)
  4. ^ a b Adweek. "How to Attract Eyeballs to Branded Content". Retrieved 30 January 2014. CS1 maint: discouraged parameter (link)
  5. ^ Gigacom. "Sector RoadMapTM: content personalization in 2013" (PDF). Archived from the original (PDF) on 26 June 2013. Retrieved 30 January 2014. CS1 maint: discouraged parameter (link)
  6. ^ PandoDaily. "Gravity launches API, ushers in a personalized Web for all".
  7. ^ TechCrunch. "Gravity Raises $10.6M For Content Personalization And Marketing, Round Led by GRP Partners".
  8. ^ PandoDaily. "Gravity launches API, ushers in a personalized Web for all". Retrieved 30 January 2014. CS1 maint: discouraged parameter (link)
  9. ^ a b Forbes. "Gravity Can Graph Your Internet Clicks For New Customer Snapshots".
  10. ^ Adweek. "How to Attract Eyeballs to Branded Content".