Being able to easily link to content inside mobile apps could make them easier to use and also boost the mobile ad industry.
In the beginning there was the Web, a thicket of virtual pages connected by hyperlinks that enabled blogging to flourish and companies like Google to make piles of money by directing people where advertisers wanted them to go. Today mobile apps increasingly rule our free time and require us to dive into separate, walled-off digital containers that don't link up.
That's now changing as ad technology start-ups, together with established companies such as Google and Facebook, seek to reinvent 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 single tap take a person to a specific section of another app installed on the device.
A product manager at Facebook said that this should be a fundamental building block of how all mobile apps work, just like URLs are fundamental to how the Web works. The new kind of hyperlink could make apps seem less walled off from one another. Deep linking, as the technology is called, is also seen as a way to open up new forms of advertising that will provide revenue to make mobile advertising more closely match its online counterpart.
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