A proxy server is disclosed for providing a wireless ambient service to a mobile end-user device operating on a Wireless Wide Area Network (WWAN). An ambient service has a primary policy that allows a user to directly access primary ambient content, but not other content, through the service. A secondary policy allows the user to access, as ambient content, content outside of the primary policy. The secondary policy allows the access of the content outside of the primary policy based on an association with primary content. The ambient service proxy server implements the policies of the service.