AOL’s Gravity Acquisition Makes Its Premium Ad Business Smarter
Posted in: UncategorizedAOL has struck a deal to acquire Gravity, a content-personalization startup founded by a triad of early MySpace employees, for $83 million, the company said Thursday.
The deal will help AOL tailor content to individual visitors based on their past browsing history. Perhaps more important for the company’s bottom line though, Gravity’s technology will also be used to make AOL’s premium advertising business smarter, giving AOL the ability to serve targeted sponsored content and native ads to individuals more likely to be receptive to advertiser messages.
“We’ve been at the forefront of trying to get ads to become more like content,” AOL CEO Tim Armstrong said in a phone interview Thursday. “And Gravity will help us serve better premium, high-value ads to consumers using data.”
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