A deep link is a type of destination URL in an advertisement that will take people to a specific page in an application. Deep links are normally made up of two parts: a scheme and host and path. App URIs,which are reformatted deep links include a 3rd part, the app package ID. The scheme is a part of the link that identifies which app to open. The host and path specify the unique location in the app where the content exist. The app package ID is the unique identifier for the app. Deep links are not automatically configured when an advertiser has an app they’ve created, and deep links work different on iOS and Android devices.