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MAVA Corporate Technology Member AOL to Acquire Content Personalization Company Gravity

AOL said on Thursday it will pay $90.7 million to acquire Gravity, a California-based developer of "interest graphs" that let publishers personalize content based on individuals' interests, preferences and habits. Under the deal, expected to close later this quarter, AOL will pay $83 million up front, as well as an additional $7.7 million over the next two years. Upon closing, the Gravity product and team will report to Luke Beatty, the head of product for AOL's Brand Group. AOL said it plans to integrate the company's technology to create more relevant content for individual consumers, advertisers and publisher partners. "The web is moving to the era of personal, and a personal web filter will reshape how consumers get information and services," said Tim Armstrong, the chairman and CEO of AOL. "Gravity is joining AOL to lead the personalization transformation of AOL's brands and platform partners."

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