URX

Mobile deep-linking and in-app content discovery startup (2013-2016)

URX was a San Francisco-based mobile deep-linking startup that developed technology enabling seamless connections between mobile advertisements and specific in-app content. Founded in 2013, the company built a platform that allowed advertisers to link users directly to relevant content within mobile apps rather than generic app homepages, dramatically improving the user experience and conversion rates for mobile advertising campaigns. The company's core product was a deep-linking infrastructure that indexed in-app content and matched it with relevant advertising contexts, effectively creating a search and discovery layer for the mobile app ecosystem. URX positioned itself as a solution to the fragmented mobile landscape, where users frequently encountered friction when transitioning from ads or web content into specific app experiences. Their technology was particularly valuable for e-commerce, travel, and media apps seeking to drive engagement and conversions. In May 2016 Pinterest hired about half of URX's team, including CEO John Milinovich, in an acqui-hire: Pinterest said it would not take on any of URX's assets or technology, and URX's advertising product was shut down.