Foursquare Begins 'Friending' Madison Avenue

Ballyhooed startup partners with OMD for its paid advertising product

Foursquare is cozying up with ad agencies to give its monetization strategy a boost. That much became clear today with the announcement of “promoted updates,” which will let brands appear in ads when users tap the “Explore” button. The paid ads product—the young New York-based tech company's first ever—is being piloted by the likes of Gap, Walgreens, Hertz, Hilton and several other notable partners.

While Foursquare typically trots out new ad products with brand partners like Walgreens in tow, what’s interesting about the promoted updates development is ad agency OMD’s participation in the effort.

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