According to one example, a method may comprise receiving, by an advertising mobile station in a wireless network, a master profile message from an access node, the master profile message comprising, for each of a plurality of mobile stations in the wireless network, a timing parameter and at least one profile element; selecting at least one receiving mobile station from the plurality of mobile stations based, at least in part, on comparing the timing parameter of the receiving mobile station to the timing parameter of the advertising mobile station and checking the at least one profile element of the receiving mobile station against a proposed advertisement; sending a location request message to the at least one receiving mobile station; receiving the location message from the at least one receiving mobile station, the location message indicating a location of the at least one receiving mobile station.