Embodiments disclose systems, methods, and computer program products to perform an operation for proactively sending content to mobile devices. The operation generally includes receiving, from an application executing on a mobile device, a request to access content, and identifying, from a plurality of content items, at least a first content item responsive to the request. The operation also includes determining at least a second one of the content items based at least in part on the request, a context of the mobile device and feedback regarding at least one of the content items sent to the mobile device. The operation further includes generating a response to the request that includes at least the first content item and the second content item, and sending the response to the application.