Pairing between mobile devices and set-top boxes of the same household may be provided such that set-top box may be automatically configured to the mobile user's preferences. This enables seamless sharing of content between various devices and personalized user experience. When a mobile device is identified as entering the household or use location, the set-top box sends a signal which may then be broadcasted. The mobile device may then pick up the signal when it is in close proximity of the set-top box and start the pairing and provide personalized user experience. Once the mobile device has been paired with the set-top box, every time the user of that mobile device comes close to the paired set-top box, it may seamlessly be paired again to provide personalized user experience. Targeted/personalized advertising may also be inserted.