AOL has felt the pull of content-personalization company Gravity.
AOL announced the deal on Thursday, saying it'll pay $83 million for Gravity. AOL says that the acquisition will make it easier for its network of sites to present relevant content to users, and could improve the company's analytics, targeting, and advertising offerings.
Gravity is perhaps best known for its Interest Graph -- a visual representation of what topics are trending across the Internet. Gravity then analyzes a user's actions on the Web and delivers real-time content and advertising based on their interests. According to AOL, Gravity has delivered over 1 billion "personalized" page views a month, thanks to an API that Web publishers can integrate into their sites.
Under the terms of the deal, the Gravity team will stay on as AOL employees and focus on bringing its technology to AOL's services. AOL plans to close the acquisition in the first quarter of 2014.