How do unity asset store/iTunes sites redirect to the app from a browser following a link?

Question

JavaScript

here is an example https://www.assetstore.unity3d.com/en/#!/content/51515
Open in Unity opens Unity.
View in iTunes also used to work, https://itunes.apple.com/nz/app/land-sliders/id102... Now iTunes doesn't open for me.
Is it possible to open Viber in this way, and in general any application on a computer and on a mobile?