| CPC G06F 3/1423 (2013.01) [G06F 11/3438 (2013.01); G06F 21/31 (2013.01); G06Q 30/015 (2023.01); G06Q 30/0204 (2013.01); G06Q 30/0281 (2013.01); H04W 4/02 (2013.01)] | 20 Claims |

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1. A method comprising:
receiving, at an application server, a set of device characteristics of a mobile device including:
a current location data of the mobile device;
a mobile device identifier of the mobile device; and
an indication of current user activity being performed on the mobile device;
accessing a segmentation group identifier based on the mobile device identifier;
determining that the mobile device is within a threshold range of a display device based on the current location data; and
based on the determining:
generating an input feature data set based on the segmentation group identifier and the indication of current user activity;
executing a machine learning model using the input feature data set as input to the machine learning model;
automatically selecting a content identifier from a set of content identifiers based on an output of the machine learning model; and
transmitting the content identifier to the display device.
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