Software for proximity positioning that performs the following operations: (i) receiving at least one parameter via an advertising channel of a first protocol, wherein the at least one parameter is encoded in an advertising packet of the first protocol, and wherein the first protocol supports a first proximity positioning technology; (ii) extracting the encoded at least one parameter from the advertising packet; and (iii) performing, by a second proximity positioning technology different from the first proximity positioning technology, a measurement of distance based, at least in part, on the at least one parameter.