After testing, Foursquare is offering its self-serve ad platform to a wider range of businesses, with further expansion planned. The network's location check-in feature may give Foursquare an advantage in a crowded field for local mobile advertising. "The post-check-in experience is an opportunity for a brand to get a highly tailored message to that consumer when they are just about to begin a consumptive experience," said Mahi de Silva, CEO of Opera Mediaworks.

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