Restrictions to control of wireless resources shared openly on a wireless network for playing media are described. At a high-level, advertisement are broadcast for an openly shared resource service are restricted with respect to who, when and where control is permitted. A resource controller app can be implemented on a Wi-Fi controller, on an SDN controller, or as a separate server to intercept advertisements (e.g., service advertisements) being sent for broadcast by an openly shared resource. The advertisements are then transmitted over unicast according to specific parameters concerning specific users, devices, or locations, for example.