App-in-app integration provider Button receives $20 million in funding round

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Source Button

App in app integration could be the next big thing.

Button, the deep-linking startup based in New York has just received $20 million in funding to do just that. The Series B round was led by Norwest Venture Partners, and existing investors Redpoint, DCM, and Greycroft. To date, Button has raised $36.5 million.

Button’s app-in-app integration premise is simple. As an example, integrating Foursquare with Uber integration means that Foursquare users can just click on the Uber icon within the Foursquare app to order a car.

Initial trials with Uber have shown that integration with the ride-sharing app can increase time spent within an app by 11%. In addition, 21% of those who deep linked into Uber came back within 48 hours to use the button again. Another advantage was that average page visits increased 26% after users engaged with the button.

In addition, it’s a great way to discover new apps and could ultimately boost app downloads.

If a publisher chooses to integrate a merchant’s button this could ultimately lead to revenue for the company. Every time a user clicks on the linked icon, Button gets a cut. Indeed, Button can drive transactions and generate revenue for its users.

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As of right now, pricing is based on performance. Companies wishing to sign up can have their button created within just a few hours.

Mike Jaconi, CEO and Founder, Button, says:

“In a world where the duopoly of Facebook and Google are seen as the only two successful mobile acquisition channels, we unlock the intent that’s distributed across the entire mobile landscape beyond those two platforms. We provide an efficient channel for app acquisition for our merchants that taps into the distributed intent across a range of publisher partners.”

So far, clients have included Huffington Post, Conde Nast, Hotels.com, Groupon, eBay and Uber.