Google has patented the idea of analysing the background noise when a user makes a call to target advertising, The Telegraph reported Friday.
For instance, the system could detect if a user is at a concert via their GPS location. It would then deliver advertising for albums, instruments, or audio equipment.
Google has also been awarded a patent on technology that will serve up targeted advertising based on a smartphone user's environment. The web giant envisages advertising based on the local weather conditions, detected by sensors in a mobile device.
"When determining what ads to serve to end users, the environmental factors can be used independently or in combination with matching of keywords associated with the advertisements and keywords in user search queries," said the patent, which was awarded by US authorities Tuesday.
"A web browser or search engine located at the user's site may obtain information on the environment (e.g. temperature, humidity, light, sound, air composition) from sensors."
"Advertisers may specify that the ads are shown to users whose environmental conditions meet certain criteria."
The patent suggests that if temperature rises above a certain level Google could serve up advertising for air conditioning systems.