US Patent 10938979 Generating and displaying custom-selected content in a mobile device application

Methods and apparatuses are described for generating and displaying custom-selected content for a mobile application. A mobile device captures a request to launch an application and determines content cards eligible to be displayed. A user-specific content classification model is generated for selecting one of the content cards to be displayed, where the mobile device identifies historical usage characteristics and transmits the historical usage characteristics to a server, which generates the user-specific content classification model based upon the historical usage characteristics and transmits the user-specific content classification model to the mobile device. The mobile device executes the user-specific content classification model to select one or more content cards to be displayed and launches the application to display the selected content cards.