A few days ago Pinterest announced the acquisition of mobile ads intelligence startup URX, which specialises in offering rich, relevant and contextual mobile ads. This leads us to believe that the company may be upgrading its mobile ad options very soon.
URX offers a seamless solution for publishers who want to drive their mobile revenue, and advertisers who want to make the most out of their budget, without disrupting the user experience.
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Using its exclusive technology called Appviews, URX dynamically extracts information from a publisher’s page, to understand what a user is interested in. Then, based on its indexed mobile content and a clever algorithm – Knowledge Graph – URX can predict the next actions a user may take after seeing specific content. On the final step, users are presented with relevant, product-level ad content, that takes advantage of deep linking, to create minimum click hops.
It’s still unknown how Pinterest would want to use URX’s technology and resources, however, our guess is that it will want to use it to upgrade its mobile product offering. With Rich Pins that can show information about products, prices and their availability, we can see how URX’s know-how could help them create relevant ads, on and off the platform, to create an even better ROI.