The team behind URX, a mobile advertising platform designed to help users discover content inside apps, will join Pinterest as part of an acquisition.

Jack Chou, Pinterest head of product, explained that the firm is focused on “building useful and relevant experiences to help people discover ideas”, and the URX team will help it “accelerate these efforts” through its knowledge of mobile content understanding, recommendations, monetisation and discovery.

URX co-founder and CEO John Milinovich (pictured) will join as a product manager.

According to him, discovery “is one of the largest problems on the web and Pinterest is well positioned to solve it at an unprecedented scale”.

URX was founded three years ago and has partnered with developers and brands to help them distribute and monetise their content on mobile.

“We’ve helped lay the foundation for a world in which mobile apps exist as a part of the web,” said Milinovich.

“As a part of this transition, we will be sunsetting URX’s AppViews advertising product, effective immediately. We’ve been working with our customers over the last month to ease this transition,” he continued.

Back in December, Pinterest acquired The Hunt, provider of a community-powered shopping service, as well as Pext, an app that turns text messages into memes, to strengthen its ability “to connect Pinners to serendipitous pins and product”.

A Pinterest Shop is also in the works, similar to the shopping section Facebook is testing, and the firm is also working on Google’s Accelerated Mobile Pages with WordPress, Twitter and the open-source community.