"When determining what ads to serve to end users, the environmental factors can be used independently or in combination with matching of keywords associated with the advertisements and keywords in user search queries," .

"A web browser or search engine located at the user's site may obtain information on the environment (e.g., temperature, humidity, light, sound, air composition) from sensors. Advertisers may specify that the ads are shown to users whose environmental conditions meet certain criteria."

So can now deliver targeted ads to users based on their surrounding environment. For example, the patent notes, temperature information gathered by a phone's sensors can be used to flash ads for air conditioners (if temperatures exceed a certain thresholds), or winter coats (if the temperatures fall below a certain benchmark).

Sensor info isn't the only environmental information Google wants to analyze with the patent. Google also wants to analyze background information:

"An audio signal that includes a voice instruction from a user of the remote device can be received, and the environmental condition can be determined based on background sounds in the audio signal," the patent reads.