Gravity is an internet display advertising network that relies on partnerships with large companies (top 50 websites) to track and serve targeted advertising to users as they browse the web. They’re known for their personalization engine, which targets visitors with content based on the kind of person Gravity thinks they are: their interests, locale, age, and more.
How it works:
When you visit a website that is working with Gravity, they attempt to install a Gravity tracker on your computer. Once the tracker is installed, they start gathering lots of detailed information about your browsing history to figure out your interests. Typically this data is anonymized so it’s not linked to you directly, but it’s possible for Gravity (or one of Gravity’s customers) to trace this data back to you.
Since Gravity has some big customers, they have a pretty broad reach. Once they track you, that tracker stays with you, letting others know about the websites you visited, what you might have shopped for online, or what you’ve read–and potentially in great detail. Since Gravity works with a very popular pornography site (www.livejasmin.com), it might be important to anyone who visits such sites that their most private browsing activity isn’t being captured and shared with other businesses and marketers. Plus their recommendation engine means that you’ll send up seeing stuff that websites think you’ll like, which means you aren’t seeing what everyone else is seeing. You could be missing out on the most important stories.
What might be useful to me about Gravity tracking? Should I allow Gravity?
Gravity might show you content, offers, and other services that you find valuable or more interesting. Because they have strong networks and almost won the Netflix Prize for technical movie recommendations, their recommendations-based on your behavior might be really accurate! It’s also important to support the web sites you love, but we encourage you to do so in more direct and meaningful ways.
Read more about some of the other trackers DNTMe is now blocking: