URX, a San Francisco, Calif.-based a mobile deeplinking provider, closed a $12m Series A funding.
The round was led by Accel Partners with participation from First Round Capital, Google Ventures and SV Angel, as well as individual investors Jim Payne, former CEO of MoPub and current VP Exchange Twitter, Aunkur Arya, General Manager, Braintree, and Anthony McCusker, Partner, Goodwin Proctor. In addition to the funding, Rich Wong of Accel Partners will join URX’s board of directors.
The company, which has raised a total funding to $15.1m since its founding in February 2013.
Led by John Milinovich, CEO, URX offers a solution for app developers and marketers that intelligently routes organic, outbound and paid traffic to their mobile apps, increasing conversions and user engagement.
The company has also launched:
– URX OmniLinks, a free tool for creating smart links that work everywhere. The company’s OmniLinks work by putting “urx.io/” in front of any web URL. When a user clicks on the link, they are taken to either an app or a website. For example, “urx.io/https://www.youtube.com/watch?v=dQw4w9WgXcQ” takes users to a different place based on whether they have the YouTube app installed and if they are using a mobile device or computer; and
– the Open Deeplink Standard, which – based on the best practices of Google, Twitter, Facebook, Apple and Microsoft – enables developers to link to each other’s apps and expose content to mobile search engines with a few lines of code.
Its solutions are used by leading brands like Spotify, HotelTonight and Threadflip.