Shakeel Mustafa has a pending patent application that proposes targeting advertising to consumers through network infrastructure. The application aims to more precisely identify consumers likely to purchase advertised products compared to general consumers. Currently, companies use surveys to determine consumer interest, but surveys are often intrusive and consumers do not respond well. Mustafa's invention instead observes consumer behavior patterns without being intrusive and requires minimal effort from consumers to identify their needs. It then uses multimedia technologies to selectively transmit customized ads to specific consumers, promising higher responses.