Mobile app integration startup Button Inc. has raised $20 million Series B in a round led by Norwest Venture Partners, along with existing investors Redpoint, DCM and Greycroft.

Founded in 2014, Button builds connections between mobile app makers that have complementary products —  for example, the ability to book an Uber ride from the Foursquare app, or the ability to book a restaurant using OpenTable in the Conde Nast app. Those are both actual integrations the company has worked on.

The company’s technology enables partnerships among mobile brands across a variety of industries, creating revenue streams for publishers and driving user acquisition for merchants. Button says its leading categories are travel, meta-search, loyalty, local and content. It now operates in 30 languages in more than 70 countries, generating revenue in the tens of millions of dollars.

“Our platform is serving as the connective tissue between mobile experiences,” Button co-founder and Chief Executive Officer Mike Jaconi said in a blog post. “Linking from a search to a booking engine, a deal app to a retailer, or a local discovery service to a dining reservation platform. Button helps turn inspiration into action and one singular purchase into a complete experience.”

In a separate interview with TechCrunch, Jaconi challenged both Facebook and Google. “In a world where the duopoly of Facebook and Google are seen as the only two successful mobile acquisition channels, we unlock the intent that’s distributed across the entire mobile landscape beyond those two platforms,” Jaconi said. “We provide an efficient channel for app acquisition for our merchants that taps into the distributed intent across a range of publisher partners.”

Including the new funding, Button has raised $34.55 million to date. Previous investors include Basset Investment Group, Gary Fritz, Haroon Mokhtarzada, Kevin Colleran, Lars Albright, Mesa Ventures, Neel Grover, Ray Rothrock, Scott Kurnit, Slow Ventures, Steven Rosenblatt, Tim Kendall  and Vayner/RSE.

The company said it would use the new funding to expand globally.

Image courtesy of Button