US-based deep linking app provider URX has been acquired by image sharing platform Pinterest for an undisclosed sum, providing an exit to backers including conglomerate Alphabet and internet company CyberAgent.
Founded in 2013, URX’s mobile deep linking technology enabled developers and brands to direct users to specific content published inside apps, rather than redirecting them to an app store or a mobile website.
URX shut down its product earlier this week when it announced the acquisition. At Pinterest, the team will now develop services to help users discover relevant content.
URX raised $12m in a 2014 series A round led by growth equity firm Accel Partners. GV, the corporate venturing subsidiary of Alphabet, angel network SV Angel and venture capital firm First Round Capital also contributed to that round.
GV had already backed URX’s $3.1m seed round in 2013, investing alongside CyberAgent, First Round, SV, Maverick Capital, Betaworks, CrunchFund, Greylock, Fuel Capital, Plug and Play Ventures and nearly two dozen angel investors.
John Milinovich, co-founder and former chief executive of URX, is now a product manager at Pinterest. He said in a blog post: “We would not be where we are without the customers, developers, investors and mentors who believed in us.
“We want to thank everyone who has been a part of the first piece of our journey, and hope you all continue to follow along as we work with Pinterest make the web’s content more discoverable and actionable.”