A mobile subscriber terminal to receive targeted content comprising: a mediator client configured to generate a consolidated application profile based on ad-related preferences of multiple applications which are registered with the mediator client, wherein the mediator client is configured in accordance with an Open Mobile Alliance, OMA, Dynamic Content Delivery, DCD, specification to operate as a DCD enabled client application, DECA, on behalf of the multiple applications; and a delivery client configured to access and provide server side content to the mediator client based on the consolidated application profile, wherein the mediator client is configured to: submit the consolidated application profile to the delivery client; operate as an intermediary between applications and the delivery client; and select and provide targeted content to the multiple applications and providing the targeted content requested from the delivery client to the multiple applications, and wherein the delivery client is configured in accordance with an OMA DCD specification; wherein the mediator client is configured to submit more than one application profile to the delivery client within the consolidated application profile, the delivery client being operable to interpret the mediator client as more than one application, each application profile being associated with a corresponding application identifier, and wherein the mediator client is configured to associate content received from the delivery client with one of the multiple applications or a group of the multiple applications based on the application identifier; and wherein the mediator client is configured to submit a mediator client identifier to the delivery client, the mediator client identifier being one attribute of the application profile, and wherein the mediator client identifier includes one or more of an application name, a universal resource identifier, URI, or hash code associated with either one of the multiple applications or a group of the multiple applications. a mediator client configured to generate a consolidated application profile based on ad-related preferences of multiple applications which are registered with the mediator client, wherein the mediator client is configured in accordance with an Open Mobile Alliance, OMA, Dynamic Content Delivery, DCD, specification to operate as a DCD enabled client application, DECA, on behalf of the multiple applications; and a delivery client configured to access and provide server side content to the mediator client based on the consolidated application profile, wherein the mediator client is configured to: submit the consolidated application profile to the delivery client; operate as an intermediary between applications and the delivery client; and select and provide targeted content to the multiple applications and providing the targeted content requested from the delivery client to the multiple applications, and submit the consolidated application profile to the delivery client; operate as an intermediary between applications and the delivery client; and select and provide targeted content to the multiple applications and providing the targeted content requested from the delivery client to the multiple applications, and wherein the delivery client is configured in accordance with an OMA DCD specification; wherein the mediator client is configured to submit more than one application profile to the delivery client within the consolidated application profile, the delivery client being operable to interpret the mediator client as more than one application, each application profile being associated with a corresponding application identifier, and wherein the mediator client is configured to associate content received from the delivery client with one of the multiple applications or a group of the multiple applications based on the application identifier; and wherein the mediator client is configured to submit a mediator client identifier to the delivery client, the mediator client identifier being one attribute of the application profile, and wherein the mediator client identifier includes one or more of an application name, a universal resource identifier, URI, or hash code associated with either one of the multiple applications or a group of the multiple applications.