So far only a handful of customers have access to the in-app ads as Criteo proceeds to test the new solution, according to Wolf. “The main purpose of the coming weeks will be to learn from all the issues we face as we integrate different advertiser apps,” Wolf said. “There are many standards on the Web, that do not yet exist in apps, that make set up, linking and tracking much harder than on browsers. Given our desire to scale this to large volumes, we will be focusing on how to provide a very easy standardized set up for our advertisers.”
Criteo also has a similar ad product, released last month, for companies running targeted ads on mobile Web sites.
Deep-linking functions for mobile apps are quickly becoming de rigueur among mobile vendors. Google is experimenting with adding deep links to Android apps in its search results. Facebook released mobile app engagement ads that include a deep-linking feature. And Twitter’s Twitter Cards have a deep-linking feature.
The deep-linking market is already crowded with startups like URX, Quixey, TapCommerce and Cellogic’s Deeplink.me. TapStream, one of the latest startups to enter the space, also launched Thursday an offering called “Deferred Deep Links.” While other deep links only work if a user has already downloaded the advertiser’s app, Tapstream saves the users’ intent and informs them that they will be directed to that section of the app once the installation is complete.