AOL has acquired Gravity, a startup that can highlight content and adverts for users based on their personal preferences, for $90.7 million. An initial $82 million will be spent to finalize the deal, followed by an extra $7.7 million over the next two years.

Gravity is able to create an “interest graph” which analyzes your interests, preferences and habits. The company can then use this to help content creators, such as news outlets or video-sharing platforms, to recommend new content that you’re more likely to engage with. It currently works with high-profile brands and publishers such as Sony, Intel, USA Today and GAP.

AOL says it’ll be using the firm’s technology to make its own editorial – and content supplied by its advertizers –  more relevant  for readers across the Web, regardless of the device they’re using. Once the deal closes, the team behind Gravity will report to AOL Brand Group Head of Product, Luke Beatty.

Press Release (Via WSJ)

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