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"Foursquare is building a new advertising product that will leverage users\u2019 check-in data and sell it to other businesses to help create targeted ads on external platforms, according to a report by Ad Age.\r\n\r\nThe article refers to \u201Cexecutives familiar with the situation,\u201D but warns that the new platform is still in development.\r\n\r\nIf it comes to fruition though, such an ad product would be a significant step forward in Foursquare\u2019s attempt to find a viable revenue stream. Advertisers would be able to buy certain datasets from the company and then use that information to display relevant ads on other networks, applications or platforms.\r\n\r\nFoursquare hasn\u2019t denied the rumors, but said in a statement that it is always looking at ways to makes its data more useful for advertisers and partners while respecting user privacy.\r\n\r\n&amp;quot;We're really excited about our 2013 monetization roadmap, and will provide more details when the time comes,\u201D a company spokesperson told Ad Age.\r\n\r\nThe rumored ad platform is notable as it follows a $41 million private equity fund given to Foursquare only yesterday by Silver Lake Partners, Andreessen Horowitz, Union Square Ventures, O\u2019Reilly AlphaTech Ventures and Spark Capital.\r\n\r\nDennis Crowley, co-founder of Foursquare hinted on the company\u2019s blog\u00A0that the investment would be used to improve the core app experience, however, rather than additional advertising opportunities.\r\n\r\n\u201CWe\u2019ve got a ton left to do,\u201D he said. \u201CWe\u2019re building that location layer for the internet \u2013 the platform that all other companies use to power location in their apps. This takes time and a lot of work, and great investors.\u201D\r\n\r\nFoursquare is expected to update its mobile apps this summer so that any merchant can buy an ad inside the app. In this scenario, users who check-in at a particular caf\u00E9 or restaurant\u00A0may see an ad related to a similar establishment or event happening near their location.\r\n\r\nIt will be an expansion of its current revenue stream, which allows businesses to buy promoted listings and special offers available exclusively through the app.\r\n\r\nAn ad product for companies to use with external products would\u00A0\u00A0be lucrative for the platform, but could possibly face resistance from its users. Foursquare says it will respect user privacy, but communicating to its fans exactly which data will be taken, as well offering some kind of opt-out option, will be a trickier proposition.\r\n\r\nFoursquare updated its iOS app earlier this week with a tweaked interface and recommendation features, bringing the app\u2019s search functionality front and center.\r\n\r\nThe company has transitioned well from being a badge \u2018collectathon\u2019 to a location-based recommendation service. Creating a stable revenue stream and business model is Crowley\u2019s next immediate challenge."^^<http://www.w3.org/2001/XMLSchema#string>
<http://thenextweb.com/insider/2013/04/12/foursquare-reportedly-keen-to-offer-advertisers-check-in-data-for-targeted-ads-on-other-platforms/>