Understanding Deep Link+ in Prebid: Enhancing Mobile Retargeting for Publishers

Mobile retargeting is essential for maximizing ad revenue, but traditional deep-linking often creates a poor user experience and lacks actionable data. Frequent redirects, blank browser tabs, and missed attribution have plagued publishers and their monetization teams, resulting in lower user engagement and revenue leakage.

Deep Link+ changes this landscape by offering a streamlined, analytics-rich approach to deep-linking, directly within Prebid’s SDK-based ads. This article breaks down how Deep Link+ works, its practical implications, and what publishers need to know to support premium retargeting campaigns with minimal operational overhead.

The Deep Link+ Schema: What It Solves for Mobile Ads

Traditional mobile deep-linking frequently frustrates both users and publishers. When a user taps an ad, they may encounter a series of redirects, blank browser windows, or—even worse—nothing at all if the intended app is not installed. This not only hurts monetization but leads to inconsistent campaign analytics.

Deep Link+ introduces a more robust framework, allowing demand partners to specify both a primary deep link (to try opening the app) and a fallback URL (like a web landing page), along with tracking for both outcomes. This dramatically improves the click-through experience, removes the need for disruptive browser redirections, and delivers granular analytics around what worked and what didn’t.

Example: A Twitter Retargeting Campaign

Suppose a user is targeted with an ad trying to open the Twitter app. A Deep Link+ URL might specify the app deep link as the primary destination, set up two tracking endpoints for successful app opens, and use Twitter’s mobile website as a backup if the app isn’t installed. The SDK seamlessly handles the logic, providing attribution data for either path.

How Deep Link+ Works in Prebid SDKs

From a technical perspective, Deep Link+ relies on the Prebid SDK to execute the deep-link and fallback logic without depending on browser-based redirects. The implementation is strictly SDK-driven: when a user taps an ad, the SDK attempts the primary deep link, fires any associated trackers, and, if needed, falls back to the specified secondary URL.

Publishers using Prebid Rendering or Prebid SDK benefit from this logic being fully abstracted away—no extra integration steps, no creative workarounds, just better performance.

Header Bidding Flow Implications

In a typical header bidding setup, Deep Link+ URLs can be passed in the ad markup by demand partners. The logic remains confined to the SDK, so there is no new dependency on ad server macros or client-side code adjustments for the publisher.

Practical Integration and Support Considerations

One of Deep Link+’s key strengths is its hands-off integration for publishers. As long as the Prebid SDK is up to date (v4.11.0+ for Android), all Deep Link+ logic is handled automatically. Publishers don’t need to configure creative wrappers, check for browser fallback routines, or manage click-tracking mechanics.

However, publishers should be aware of which ad types and integrations support Deep Link+. As of now, both display and video formats are supported, but JSTag integrations are not. Demand partners must use the correct schema, but publishers only need to ensure their SDK is current.

Common Pitfalls and Publisher Misconceptions

Despite its operational simplicity, Deep Link+ can still cause confusion. Some publishers mistakenly believe additional ad server tweaks or custom click handlers are necessary—when, in fact, interfering with the SDK’s handling can break the intended logic. Others may see broken fallback behavior because of outdated SDK versions or unsupported integration paths (like JSTag).

Another frequent mistake is assuming Deep Link+ automatically improves every campaign; its benefits only materialize when buyers explicitly use the Deep Link+ schema in their creatives. Publishers must communicate with demand partners to verify eligible traffic is taking advantage of this capability.

What this means for publishers

For publishers, Deep Link+ drastically reduces operational headaches around mobile retargeting campaigns. By pushing all complex logic and tracking to the SDK layer, there is less room for error, better attribution, and a more consistent user experience across display and video inventory. With no manual integration, troubleshooting is streamlined, and publisher teams can focus on optimizing inventory and demand rather than click-handling logic.

Practical takeaway

To benefit from Deep Link+, publishers should confirm their Prebid SDK (Android v4.11.0+ or equivalent) is current and that their demand partners are populating ad responses with Deep Link+ URLs. There is no need for manual intervention or configuration; simply ensure the supporting infrastructure stays updated.

Maintain clear communication with ad ops teams and buyers to guarantee correct usage of Deep Link+. Monitor attribution data through reporting dashboards to validate that both the primary and fallback paths are captured accurately. With Deep Link+, publishers can deliver better user experiences and more accountable retargeting—with almost zero ongoing operational lift.