Abstract: When a user launches a service provider app on a user device, but before authentication, the user may be presented with an ad or offer, which is dependent on and relevant to the user. The service provider determines which ad to present to the user based on factors such as time of day, time of year, location of user, speed of travel of user, user purchase history, user favorites, saved offers, size of merchant, user actions from previous ads, expiration dates of saved offers, etc. Once an ad is determined, the ad is presented to the user on the user device. In one embodiment, the ad is displayed when the user launches an app of the service provider or accesses the service provider site, such as through a mobile browser. the user does not have to launch an app or access a site for an ad to be displayed. After viewing the ad, the user can accept an offer from the ad or otherwise make a purchase based on the ad, such as by logging into the user account (e.g., entering a password or PIN) and making a payment.