Embodiments of a user station (STA) and methods for device-to-device discovery and advertisement through broadcast beacon signals are generally described herein. In some embodiments, group information, including a list of STAs in an advertising group, is transmitted in a beacon. A STA may transmit a request to join the advertising group. The request may be transmitted to an upchain STA, the upchain STA being determined based on inspection of the list of STAs of the advertising group. After receiving a response to the request, the STA may periodically broadcast the beacon and the STA may transmit acknowledgements to the upchain STA upon receiving beacons from the upchain STA.