Hyperlinks for mobile
Advertising technology start ups, together with established companies such as Google and Facebook are seeking to reinvent the hyperlink. They’re rolling out technology that makes it easy to put links into a mobile app, Web page, or e-mail that with a single tap take a person to a specific section of another app installed on the device.
This should be a fundamental building block of how all mobile apps work, just like URLs are fundamental to how the Web works,” says Sriram Krishnan, a product manager at Facebook. Support for deep linking has been built into Apple and Google’s mobile operating systems for some time. It allows app developers to give URL-like identifiers such as “iOSApp://location/123456” to specific sections within an app. However, uptake by mobile app developers was initially slow due to differences in how the feature worked on different operating systems and a lack of broad support for their usage.
Technology companies large and small are now driving wider adoption of deep linking by offering technology that makes it easy to deploy, manage, and use deep links. Twitter and Facebook are perhaps the most influential companies pushing for deep links to be used more widely. Last April, Twitter added support for deep links in the “cards” that companies can use to display rich media alongside Twitter messages sent from their website or app. The support was also added to “promoted,” or paid for, tweets.
Source: MIT Technology Review