Abstract: Embodiments described herein relate generally to receiving information from a mobile device and selecting content to be provided to that mobile device based on the received information. An audience may be identified that is to include the mobile device and/or a user thereof based on the information received from the mobile device. The identified audience may be associated with a campaign. Accordingly, content also associated with the campaign may be identified. This content may be sent to a mobile device associated with the user. A relevancy value may be calculated to indicate whether the content should be provided to the mobile device. If the relevancy value does not meet or exceed a predetermined threshold, then the content may not be provided to the mobile device. Other embodiments may be described and/or claimed.