| CPC H04W 12/08 (2013.01) [H04L 63/0853 (2013.01); H04W 4/80 (2018.02)] | 20 Claims |

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1. A system, comprising:
one or more hardware processors and memory configured to:
determine, by a content consumption device based on device information received at the content consumption device via a wireless interface from an identifying device that the identifying device is within proximity of the content consumption device, wherein the identifying device is distinct from the content consumption device;
determine, at the content consumption device based on device state information received at the content consumption device, a device state of the identifying device;
receive, at the content consumption device, an identifier from the identifying device, wherein the identifier is distinct from the device state information;
determine, at the content consumption device to:
provide content recommendations based on the identifier responsive to:
the determination that the identifying device is within proximity of the content consumption device, and
the determined device state of the identifying device being a valid state; and
ignore the identifier for providing the content recommendations responsive to:
the determination that the identifying device is within proximity of the content consumption device, and
the determined device state of the identifying device being an invalid state; and
responsive to the determination to provide the content recommendations:
determine the content recommendations based, at least in part, on historical content access data specific to the identifier; and
provide data indicating the content recommendations for display via the content consumption device.
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