Personalization tools have long existed allowing marketers to custom tailor online marketing to consumers. However, business to business marketing has eluded personalization tools until Demandbase created its Real-time Identification service: a "service [that] bridges the gap between known and anonymous web visitors by identifying and segmenting the companies visiting a website, and providing detailed, targetable business attributes in real-time." Now, Demandbase is making its Real-time Identification platform available to third party developers via an the Demandbase API.
Microsoft continues to built out its cogitative services API portfolio with two more APIs now generally available. The Bing Custom Search API and v7 of the Bing Search API are both GA and ready for production use. The Customer Search API enables targeted searches, and v7 adds filtering.
Gravity, focused on personalizing the internet, has launched a new series of free APIs to further its mission. The APIs enable web publishers to recommend content to users in addition to sponsored stories from paying advertisers. Prior to the API offering, Gravity tools provided recommendations based on demographic and interests through widgets and home page personalization. The API should expand Gravity's reach into mobile apps and deeper web adoption.