AOL has announced that has entered into an agreement to acquire multi-screen content optimization and personalization startup – Gravity.

AOL will be acquiring Gravity for an initial $83 Mn, with another $7.7 million paid out over the next two years.

Gravity personalizes the Internet beyond search and social by applying a personal and real-time filter to the ever-growing volume of digital information available for consumption. Its patented technology creates Interest Graphs based on individuals’ interests, preferences and habits and allows publishers to offer a tailored and relevant selection of editorial and advertising content to readers.

“The web is moving to the era of personal, and a personal web filter will reshape how consumers get information and services,” said AOL Chairman and CEO Tim Armstrong. “Gravity is joining AOL to lead the personalization transformation of AOL’s brands and platform partners.”

Gravity’s technology will act as an accelerator in virtually all areas of AOL’s strategy to create more engaging, relevant and valuable experiences for its consumers, advertisers and publisher partners.  It will bring to AOL a client base of top publishers and brands such as Sony, Intel, USA Today and GAP.

Gravity was in 2009 by for MySpace executive – Amit Kapur and was fully launched last year – since then there have been more than one billion personalized page views per month , and its technology has increased engagement by 240% compared to sites that do not have personalization.

Post acquisition – the Gravity product and team will report to the AOL Brand Group Head of Product, Luke Beatty.

A few other recent acquisitions by AOL include – Adap.tv, Huffington Post and Goviral.

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