US-based deep linking app provider URX has raised $12m in series A funding led by growth equity firm Accel Partners.
Google Ventures, the corporate venturing arm of search engine Google, also participated in the round, as did angel network SV Angel and VC firm First Round Capital.
Until recently mobile linking technology has lacked the infrastructure to link directly to a certain product advertised. URX uses deep linking technology to optimise mobile traffic and works by sending users to specific pages within mobile apps.
Founded in 2013, URX closed a seed round later that year and has now raised $15.1m in total. It recently launched OmniLinks a free tool that can direct users to the right platform for their device simply by typing “urx.io/” in front of any website uniform resource name (URN).
“Mobile deep linking is widely considered the next phase of the mobile economy and URX is on the forefront of this market,” said Rich Wong, a general partner at Accel Partners, who will join URX’s board of directors.