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Jennifer Van GroveJennifer Van Grove covers the social beat for CNET. She loves Boo the dog, CrossFit, and eating vegan. Her jokes are often in poor taste, but her articles are not.

Foursquares self-service ad tool lets any of the services 1.5 million locations pay to promote their businesses.

The company is opting for an unconventional approach in its targeting tactics. Instead of letting merchants indicate who they want to reach, Foursquare figures that out for them. Its as if, after years of collecting data on where people go, Foursquare believes it knows better than businesses who their best customers are. What the approach lacks in customization, Foursquare believes will make up for in convenience.

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Foursquare plans to hawk the self-service tools, which have already been live in beta status with 800 companies in 36 countries, as a means for small businesses to drive foot traffic to their stores. The ads are being Social Networking Hungry for money Foursquare dishes out self-serve ad tooloffered on a pay-per-action basis, meaning a merchant only pays when a customer clicks on something in the ad or redeems an offer in the store.

I think we have a really good idea of who the best customers are for businesses because were in the business of recommendations, Noah Weiss, Foursquares director of product, told CNET.

If you buy the party line,new york asian escorts the ads are also good for Foursquare members who Social Networking, theoretically, could find something new to eat, see, or do at a discount. Reality, however, dictates that at least some people will have a distaste for the new units on home and search pages -- that is, if they even see them. Foursquare recently started giving out unsolicited tips on Android and iPhone, alerting people when the service finds something noteworthy about their current location. The passive location feature makes pass the need to open the app to get a Foursquare tip.

Foursquare, he said, has essentially flipped its Explore places recommendation engine on its head to go out and find would-be customers. It then delivers a promoted message when the identified people open the app.

Monday, the 4-year-old company is launching in full an ad product that any of the 1.5 million claimed locations on Foursquare can use to reach people through the home screen of the application or in the Explore tab, where members typically go to search for places to visit.

The social network for places is getting serious about money by letting any of its locations pay to promote their businesses.

The ad push is an inevitable one as Foursquare looks to boost revenue from the humble $2 million it reportedly earned in 2012. This year, Foursquare is said to be on track to make between $15 million and $20 million, according to FastCompany, though the social network has never confirmed the estimate. Weiss would only reveal that Foursquare is exceeding its targets for the year.

In its most aggressive maneuver to make money yet, Foursquare is introducing self-serve advertising tools that merchants can use to dish out promoted updates to a selection of the place-based social networks 40 million members.

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