AOL has acquired software startup Gravity, WSJ reports. The deal is said to be worth somewhere around $83 million and will see the latter’s team move to AOL’s offices.
Gravity, founded by Amit Kapur and fellow executives in 2009, helps people keep a track of content related to one’s topics of interest on the Internet. AOL will most likely use this expertise across its various news sites, blog and apps to help increase user interaction.
“The Web has gone from search to social, and the next evolution will be personal,” AOL CEO Tim Armstrong said while announcing the acquisition. “The Gravity team will be “building the personalization era at AOL.”
AOL’s acquisition of Gravity makes it the former’s fourth largest buy under CEO Tim Armstrong after Adap.tv, Huffington Post and Goviral.
AOL was recently in the news for announcing the end of legacy music player Winamp after 15 years of existence. Since the announcement, reports have surfaced which claim that Belgium online radio aggregator Radionomy is close to buying Winamp from AOL and Nullsoft.