A situational decision engine (SDE) operates within a mobile device or server to present a user with display content specifically optimized to the user's present situation. By acquiring characteristics about the user's present situation, the SDE is capable of analyzing the general state of the user and make decisions about presenting information with situational relevance. With the SDE, promoters and marketing firms may target user incentives and present the incentives based on a correlation of incentive features and the users context. After acquiring key characteristics of a user's context, the SDE analyzes and determines an optimal correlation to available incentives. By optimizing the matching of a promotion, an ad, or a survey to the user's situation, maximum benefit to both user and the promoter may be realized. By analyzing a user's context and presenting display content accordingly, the SDE is able to optimize the user's experience.