Gravity claims its methodology yields a 240% increase in engagement, compared to a 78% increase seen from models that use behavioral targeting and collaborative filtering. Gravity’s technology creates microsegments, then serves content based on what pieces perform well within those microsegments, bolstering CTR far beyond broader segments like gender or age.
On sites like HuffPost, which posts thousands of articles a day and brings in a diverse user base, Gravity’s personalization technology makes the biggest impact.
Besides increasing recirculation, Gravity powers paid placements, much like its competitors Taboola and Outbrain. But now that HuffPost is using an internal solution, its content marketing placements will include AOL-sold “native anywhere,” which places branded content links across AOL sites.
In the year ahead, Gravity plans to “aggressively grow our network” outside and in AOL properties, said Karl Rinderknecht, COO of Gravity. “We exploded in size this year, and in 2015 we’re hoping to repeat that and continue to be a stronger and stronger player.”