(Reuters) – AOL Inc has agreed to buy Gravity, a company that tailors content according to the readers interest, for $83 million, a move to help better target advertising the company said on Thursday. AOL, which is already part of Gravitys network, said it will use its technology across its own properties like TechCrunch and the Huffington Post as well as AOLs publisher network of more than 2,000 partners. Our theory is the web is going from search to social to personal, said AOL CEO Tim Armstrong. Gravity is the best company in the world to do personal. Gravity co-founder and CEO Amit Kapur said Gravity uses machine based algorithms to determine what topics are interesting to a specific reader based on their preferences and habits.