Abstract: Computer systems, storage media encoded with software, and methods comprising a first processing device configured to generate and deliver an ad unit for at least one good or service offered at a physical retail outlet, the ad unit delivered to an application executing on a second processing device, the ad unit providing: a display of one or more outlets, the outlets offering the at least one good or service, the outlets located within a first threshold distance from the second processing device; directions from the location of the second processing device to a selected outlet; and at least one proximity-based offer, the offer triggered by presence of the second processing device within a second threshold distance from the selected outlet; provided that the display of one or more outlets, the directions, and the at least one proximity based-offer are provided within the application executing on the second processing device.