While Foursquare was notable as an early-stage startup that sought to partner with brands, it’s now officially courting them as paying customers.
The location-based social network today is officially lifting the veil on its first paid ads, which Ad Age first reported on in April.
Roughly 20 merchants, ranging from national retailers to local chains, are participating in a pilot for “promoted updates,” which will appear in
the “Explore” tab where users can surface locations and specials that Foursquare’s algorithm deems relevant based on signals including their location, past check-ins, check-
ins by their friends, engagement by the Foursquare user base at large, and the time of day.