Palo Alto, California-based Branch makes its living with deep links, which directly lead a user to specific screens in apps from web pages, web ads, emails, other apps, and other sources.
Unlike the web, there is no universally available linking format in apps that everyone supports.
Today, Branch is branching out (sorry) to offer Deep Linked Feeds for Dynamic Ads. If you look at a web page for red sneakers on a mobile web site, for instance, dynamic remarketing ads for red sneakers can follow you on other web pages or on apps that you visit. They’re dynamic because they pull up the latest product info about the sneakers.
(Some marketers assert that “remarketing” means following you via email, while ad follow-ups are “retargeting,” but here we’ll use the term Branch employs for these kinds of ads — dynamic remarketing.)
The Branch deep link in that dynamic remarketing ad takes you to the screen for red sneakers in that retailer’s app. If you don’t have the app, the marketer can specify whether the link should instead take you to the appropriate app store to install the app, or to the red sneakers page in the retailer’s mobile web site.