Kara Swisher

Recent Posts by Kara Swisher

Gravity’s Amit Kapur Talks About the State of the “Interest Graph” (Video)


A few weeks ago, I had a nice chitchat with Amit Kapur, the co-founder and CEO of Los Angeles-based Gravity, the startup that is aimed at creating a digital concept known as an “interest graph.”

The company has been integrating its personalization technology across a range of content sites, including NBC, Disney and several AOL properties, with more to come. Essentially, its products aim to tailor consumers’ Web experience as they surf and then surface the content most relevant to them.

It’s not just people but also brands, such as Sony, Intel and others, because these, too, have interest attributes that presumably will help them figure out how to advertise and target customers better.

See a Taco Bell interest graph, for example:


Recently, Gravity — which has raised $20.6 million since it was launched in 2009 — released Highlighter, a Google Chrome extension that highlights a “personalized newsfeed of what you might want to read on any content site you visit.”

Here’s Kapur talking about the latest trends in the area — which many Web players are trying to decode — in a video interview with me:

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Another gadget you don’t really need. Will not work once you get it home. New model out in 4 weeks. Battery life is too short to be of any use.

— From the fact sheet for a fake product entitled Useless Plasticbox 1.2 (an actual empty plastic box) placed in L.A.-area Best Buy stores by an artist called Plastic Jesus