• Mashable, Wednesday, February 5, 2014 9:21 AM

Being able to easily link to content inside mobile apps could make them easier to use and also boost the mobile ad industry. Now, ad technology startups, alongside giants like Google and Facebook, are reinveting the hyperlink. They're rolling out technology that makes it easy to put links into a mobile app, Web page, or email that with a tap take a person to a specific section of another app installed on the device. For example, URX has developed technology that indexes all the deep-linkable locations in a particular app, then selects the best to offer in an ad to a particular person.

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