In order to build new revenue, Foursquare launched a new beta program that is open to any business. Companies can choose the type of advertising they want—search or be listed on the Foursquare Screen. Companies also choose the type of advertising according to the amount they want to spend. In return Foursquare will provide information about your ad, such as how many views it has received.

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Foursquare Opens Up Advertising to All Businesses – Mashable