Pinterest finally acquired URX, a deep linking ads platform. The company does not own any technology by the startup, but hires the team to assist in user behaviour.

Pinterest was in the process to acquire URX since last month. Finally the popular visual bookmarking platform has acquired the startup in an undisclosed deal. This would be the first step by Pinterest to enter in the mobile ad industry. URX is a three year old startup that has raised $15.1 Million in total 4 rounds. With acquiring, interest has also hired URX team to join the company. It includes Co-Founder and CEO John Milinovich.

Shifting the operations from social to a mobile based ad platform has not been able to clarify Pinterest’s motive behind the acquisition. URX delivers a platform that drives traffic through relevant ads using deep linking technology. The technology extracts information from the app page and is capable of understanding a user’s interest. On that basis it drives traffic and serves relevant ads.

Pinterest has not acquired any asset or technology by URX. It has hired most of the URX team to assist Pinterest in understanding user behavior pins.  This would be a rather an assumption, as nothing has officially stated by the bookmarking platform. Overall it looks Pinterest intends to use the URX backing to focus on its visual bookmarking platform.

Takeaways:

• Pinterest acquires URX, a deep linking mobile ad platform that drives traffic on the basis of user interest.
• Pinterest does not own any technology or asset by URX, but has hired most of the team members to work on this popular visual bookmarking platfor