A platform, apparatus and method for collecting and utilizing user behavior data within an IoT system. For example, one embodiment of a system comprises: an Internet of Things (IoT) hub comprising a network interface to couple the IoT hub to an IoT service, the IoT hub further comprising a local communication interface to communicatively couple the IoT hub to a plurality of IoT devices over local communication channels; the IoT hub comprising logic to collect data from each of the IoT devices and to control the IoT devices responsive to user input from a plurality of different users; user behavior data collection logic to collect user behavior data within the IoT system, the user behavior data collection logic to monitor and record the data accessed by each user from each of the IoT devices and the IoT devices controlled by each user; and user profile generation logic to analyze the user behavior data to determine a profile for each user; and targeted content generation logic to generate targeted content to be transmitted to each user in accordance with each determined profile.