Is that what it actually does? If I have an iTunes url to my app can I imbed an argument to send to the app once it runs after being downloaded? I would have thought a standard requires implementation by apple for that to be the case.
Ive read the fb post, saw the f8 section and watched their video and I still don't know what it does. Maybe Im dim.
My company, Tapstream, fixes this by pairing our attribution platform with a deep link redirector - users who have the app already are deep linked, and users who don't have the app are sent to the App Store.
Then, once the new user installs the app, the app receives a callback with the user's source and any query string parameters on the original link. Docs: https://tapstream.com/developer/deferred-deep-links/
But from another perspective this looks like a nightmare: It entrenches apps as the universal interface, and not the browser, by keeping people within the world of apps.
I can see why advertising companies want this, the browser is a battleground for control of the presentation layer (adverts) and apps help protect that (by locking out adblock add-ons, etc).