SYS-CON MEDIA Authors: Elizabeth White, Peter Silva, Liz McMillan, Yeshim Deniz, Pat Romanski

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URX Secures $12 Million in Series A Funding Led by Accel Partners

URX, the leader in mobile deeplinking, has secured $12 million in Series A funding led by Accel Partners with participation from First Round Capital, Google Ventures and SV Angel, bringing its total funding to $15.1 million since its founding in February 2013.

“In today’s connected world, we access information on many screens and across many apps. Unfortunately, this increase in viewing options has created stumbling blocks in how we navigate our content,” says John Milinovich, CEO of URX. ”Often, you find yourself behind a sign-in wall for an app you’ve already installed, or trying to buy something on the mobile web instead of through an app.”

URX addresses this challenge by creating links that work everywhere and route users to the right place for their devices. The company 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. Working with leading brands like Spotify, HotelTonight and Threadflip, URX has increased its clients’ revenue per mobile user dramatically, with one client seeing an increase of more than 40 percent.

“Mobile deeplinking is widely considered the next phase of the mobile economy and URX is on the forefront of this market,” said Rich Wong, Partner, Accel Partners. “URX is the only company in this space with the vision of what deeplinking can truly do combined with the advanced technology to make it happen.”

In addition to announcing new financing, today URX expands its offerings by launching URX OmniLinks, a free tool for creating smart links that work everywhere. URX’s OmniLinks work by simply 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.

Starting today, marketers can use OmniLinks in their email, social, push and paid campaigns and work with URX to optimize mobile traffic. URX is also unveiling the Open Deeplink Standard, its proposed method for exposing an app’s deeplink structure. The Open Deeplink Standard is based on the best practices of Google, Twitter, Facebook, Apple and Microsoft and enables developers to link to each other’s apps and expose content to mobile search engines with just a few lines of code.

Rich Wong, Partner, Accel Partners who has led successful investments in AdMob, MoPub, Rovio, and Atlassian among others, will join URX’s Board of Directors. Individual investors Jim Payne, former CEO of MoPub and current VP Exchange Twitter; Aunkur Arya, General Manager, Braintree; and Anthony McCusker, Partner, Goodwin Proctor also participated in the funding round.

For more information, visit URX’s website at www.urx.com

About URX

URX is the leader in mobile deeplinking. Headquartered in San Francisco, the company is backed Accel Partners, First Round Capital, Google Ventures and SV Angel.

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