New York-based startup Button has completed a round of Series A funding, resulting in a $12m (£8m) investment led by Redpoint Ventures.
The company develops deep linking technology, enabling apps to communicate with each other so that users can move directly from a specific point within one app to another, in a similar fashion to clicking on a web link.
The firm asserts that as mCommerce becomes more and more central to everyday life, apps will be able to build bigger businesses and expand their audiences through direct links with other apps, creating an affiliate network within the app ecosystem.
Button recently partnered with Uber, enabling other apps to integrate Uber features within their own systems. For example, restaurant booking app Resy includes a function to book an Uber ride and see and estimated fare within the app, before sending users to the Uber app to complete the process.
"In a short period, we have become a leader in deep linking technology offering mobile customer acquisition, engagement and monetisation," said Michael Jaconi, CEO of Button. "Our progress has helped us attract some of the best companies in the world into our network.
"We live in an app world – and when we started Button, our dream was to redefine how apps connected in the mobile economy. We're confident that the mobile economy is going to be the single largest opportunity and commercial trend we will have witnessed since the advent of the internet."