Deal sees mobile content discovery experts URX join the Pinterest team

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A deal has been struck that will see staff at mobile deep-linking startup URX join Pinterest, and its AppViews advertising platform shut down. AppViews used page content to discover user interests, and presented relevant product content and deep-links to purchase pages.

URX will join Pinterest, and close down its AppViews ad and discovery platform


Pinterest won’t be adopting AppViews, but will instead be hiring 15 people from URX, and is expected to use their expertise to increase discovery on the social network. URX’s CEO John Milinovich will join the company as a product manager.

Milinovich wrote in a blog post:


“As we learned more about Pinterest’s mission of helping people discover and do the things they love, it was clear that we share a similar view of the future. Discovery is one of the largest problems and opportunities on the web, and Pinterest is well positioned to solve it at an unprecedented scale.”

URX has been working with its customers to help shift away from AppViews, which has been closed down. No financial terms of the URX and Pinterest deal have been disclosed.