December 20, 2015
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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.
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.
The new Traitify API is open for integration with third-party applications that aim to harness personality testing in how they serve up content and services.