Techniques and system configurations for providing content to a mobile device based on activity in a physical commercial environment such as a retail store are described herein. Mobile devices that are operated by an associated customer may be tracked with the use of beacons to determine customer activities in the retail store, including particular areas visited in the store, activities conducted by the customer in the store, and like tracking information. The customer activity and data for the activities and locations in the physical environment may be correlated to an identifier, profile, or other tracking information. This tracking information may be subsequently used by the mobile device to identify the user to an advertising network, or other information service, and obtain customized media content and information.