Deferred Deep Linking on iOS Will Change Mobile Marketing for App Advertisers [White Paper]

Becky Doles


Mobile advertising is changing. Just this week, Apple is allowing users to block ads for the first time with the release of iOS 9.

Deferred deep linking on iOS is changing mobile advertising, too. If you’re using deferred deep linking, you’re ahead of the curve. Maybe you’ve heard it optimizes user experience, or maybe you haven’t — well, here’s what it is and what it means for you as an app advertiser.

Currently, 10% of TUNE customers are using deferred deep linking, and we predict that number to jump to 40% by the end of the year. With spend on mobile marketing predicted to increase a whopping 430% from 2013 to 2016, learn about this latest trend to stay on top.

It’s less a trend and more new technology which has now made this feature available.

First, here’s the traditional way ad networks and publishers make money:


(When there’s an app install, the ad network and publisher get a payout.)

Here’s the way advertisers have traditionally made money:


(When the user spends money within the app after the install, the advertiser gets paid.)

The problem? The advertiser pays the publisher and ad network to advertise the app. They take the risk of not generating revenue since they are only paid upon post-install events. Wouldn’t it be great if advertisers could pay ad networks and publishers AFTER they made revenue themselves?

That’s where deferred deep linking comes in.

How Deferred Deep Linking Works on iOS

To put it simply, deferred deep linking allows the user who clicked on the ad to get to the correct landing page with only ONE step in between. Previously, after users were redirected to the Apple app store and downloaded an app, they were sent to the app home screen — the original offer nowhere in sight.

Deferred deep linking gives the advertiser the option to give payouts to the publisher and ad network AFTER the user makes a purchase.

Deferred deep linking can be used for retail vouchers in e-commerce, offers for gaming, discounts for travel,  sweepstakes, and much more. All the information is in our new white paper, available for you to download now. Check out the new white paper.

Have you used deferred deep linking? Share your thoughts below!

Becky Doles

Becky is the Senior Content Marketing Manager at TUNE. Before TUNE, she led a variety of marketing and communications projects at San Francisco startups. Becky received her bachelor's degree in English from Wake Forest University. After living nearly a decade in San Francisco and Seattle, she has returned to her home of Charleston, SC, where you can find her enjoying the sun and salt water with her family.

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