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The arrival of advertising on social media is taking another step forward — or backward, depending on your beliefs about commercialization — as Foursquare begins a pilot program to test paid ads.

The pilot program, which has been the subject of recent speculation, is to begin on Wednesday. Foursquare — the mobile app that lets users share their locations with friends — is calling the ads Promoted Updates, echoing the Promoted Tweets terminology used by Twitter.