Foursquare's new ad tools can provide a significant local-area ad boost because of the way the platform works and how users connect with it, Brian Carey writes. Advertisers only pay for ads that receive an interaction, not simply an impression, which can help boost ROI especially during slow sales times. This response-based system also shows advertisers which spots are engaging and which fall flat, and it allows them to target customers at a specific check-in point, Carey adds.

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