Systems and methods are provided that may be implemented to adaptively control advertising and/or scanning operations on multiple advertising channels in a wireless network environment. In one example, a wireless device may monitor for wireless activity from other protocols (e.g., such as Wi-Fi or Zigbee) on the frequency of one or more of the multiple advertising channels of a first wireless network protocol, such as a BLE wireless network protocol. The wireless device may respond in real time to the detected presence of wireless activity from other protocols on one or more of the advertising channels of the first protocol by dynamically varying the identity of which advertising channels are employed at any given time for advertising and/or scanning.