AOL has entered into an agreement to acquire multi-screen content optimisation and personalisation company, Gravity.
Gravity looks to personalise 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, through its interest graph.
"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 personalisation transformation of AOL's brands and platform partners."
AOL has agreed to acquire Gravity for a closing purchase price of approximately $83m, with an additional $7.7m of consideration to be deferred and paid over two years following closing.
Gravity will bring to AOL a client base of top publishers and brands such as Sony, Intel, USA Today and Gap.
"Every day we're presented with an overwhelming amount of information to consume on our favorite websites and apps," said Gravity CEO Amit Kapur. "It's time to move beyond searching for the best content to having the best content search for you. We believe that by combining AOL's vast brand, publisher and advertiser network with Gravity's interest graph technology, we can do just that."
Gravity’s executive team ,as well as its team of engineers, will join AOL.