A few years back, URLs were merely a trigger to take people to open web pages. As we move towards mobile computing, links have evolved as per the trend. Today, they allow you to go to specific content or a specific section within the app. This is similar to a concept which most refer to as deep linking. For example, say if you received a link from a friend and clicking the link can open the app, or if the Try our app button on a website could not only take users to your app, but provide a way to specific content within the app for which the app was installed. Not only does it engage users, it also personalizes the entire app environment. With just one URL, you can not only send users right into the app, but also to a specific section within the app.
In addition, Dynamic Links work across app installs: if a user opens a Dynamic Link, and doesn't possess the app...