For the last year, LA-based interest graph company Gravity has worked with publishers including The Wall Street Journal, CNN Money and TechCrunch to deliver customised content in real-time to each of their readers. Content is based on each reader’s individual preferences and currently over 200 million readers are receiving more than 25 million personalised content recommendations per day from Gravity (source).
Gravity’s results are pretty awesome. Partners are seeing greater than 200 percent increases in click-through rates, reader loyalty is up 300 percent (as measured by monthly return rate), and pageviews have increased in some cases by as much as 40 percent. As of yesterday, the Gravity personalisation API is now open to publishers to implement their own ‘interest graph’ and serve personalised content to readers, and advertisers now have the opportunity to serve highly targeted and relevant sponsored stories across the web.
This isn’t just another related content tool; it’s a whole new personalisation layer backed by $20.6 million in venture financing. Gravity is a powerful add-on for publishers and brands to serve highly targeted content based on readers’ proven interests. Last week at the World Economic Forum in Davos, Yahoo CEO Marissa Mayer stated the interest graph would eventually replace the social graph. Looks like it’s already here.