JiWire, a company that uses Wi-Fi locations to deliver ads to consumers, today announced the launch of Compass, a service that delivers ads that pull in specific data based on the user’s location.

The Compass ads can appear on iPad, smartphones or laptops and appear as normal display ads. Once the consumer clicks on an ad, it expands into a full-screen ad and, depending on the advertiser, may show where a physical store location is or where products are sold in proximity to the user.

The consumer has several choices after they experience an ad, including contacting the store, getting driving instructions or learning more information, which is a custom tab feature that can support video, promotions or product demos. The company gives several examples of these choices, including booking an appointment to try on a wedding dress and making a restaurant reservation.

JiWire claims to have more than 40 million mobile users in its network, aggregated in several ways, including partnerships with major internet service providers like AT&T, T-Mobile and British Telecom. By using JiWire’s advertising services, providers can deliver users to the company’s advertisers generating revenue.

The company has made some big moves recently, including the acquisition of NearbyNow, which gives the company the ability to show which stores a product is available in stores within an app or ad, as well as a partnership with Groupon, offering more targeted deals to consumers.

The San Francisco-based company, founded in 2003, last secured $2.1 million in funding from existing investors Draper Fisher Jurvetson, Panorama Capital and Comcast Interactive Capital. The company has raised close to $16 million in total funding.