SYSTEM AND METHOD FOR CONFIGURING CONTENT PRESENTATION BASED ON DEVICE PROXIMITY AND USER CHARACTERISTICS

This specification describes technologies relating to content presentation. In general, one aspect of the subject matter described in this specification can be embodied in methods that include the actions of receiving one or more respective identifiers, each being associated with a respective device, determining respective proximities of the to a content presentation medium, processing the identifiers to determine one or more characteristics that pertain to users of the one or more devices, selecting third party content items based on the characteristics, configuring the third party content items for presentation at the content presentation medium based on (a) the proximities of the devices to the content presentation medium and (b) the characteristics, and presenting the third party content items at the content presentation medium. Other embodiments of the various aspects include corresponding systems, apparatus, and computer program products.