Techniques for discovering and/or advertising services are described herein. A first bitmask is received from a remote device over a wireless network, the first bitmask having one or more bits that have a predetermined logical value. Each bit represents a particular service provided by the remote device. A logical operation is performed between the first bitmask and a second bitmask locally generated within a local device, where the second bitmask represents a service being searched by the local device. It is determined whether the remote device is potentially capable of providing the service being searched by the local device based on a result of the logical operation.