Gravity Debuts Content Personalization API

Santa Monica-based Gravity, the developer of real-time personalization software headed by former MySpace COO Amit Kapur, is making a big push today with the launch of a new set of free APIs for publishers. The firm's tools allow web publishers to recommend content to users, while also inserting "sponsored stories" in those recommendations from advertisers. Gravity is backed by GRP Partners, Redpoint Ventures and August Capital, having most recently raise d$10.6M in a Series B funding round in October. The firm was founded by Kapur, along with MySpace alums Jim Benedetto and Steve Pearman. The firm's technology revolves around presenting content to web users, based on their unique interests and demographics; the firm is offering that technology through recommendation widgets, home page personalization, and the new API. The new API effort extends Gravity's technology into use in mobile applications, tablet apps, in addition to the web.