Logic may decide which service advertisement information to transmit in a service advertisement frame based on link margin information of each service advertisement received. Logic may filter the service advertisement information to avoid advertising service information for service providers that cannot be reached. A first station may receive a service advertisement from a second station and determine whether to include the service advertisement with a transmission of the first station's service advertisement based upon perceived proximity of the second station. A station may generate a Leaving Message if a user terminates service advertisements of the station or the station appears to be moving away from a service advertisement group. In response to receiving a Leaving Message from a neighboring station, a station may remove the neighboring station from a list of service providers maintained by the station.