Various embodiments relate generally to continuous monitoring of analyte values received from an analyte sensor system. In some example embodiments, there is provided a method that includes receiving sensor information, calculating and storing estimated analyte measurement values based upon the received sensor information. The method also includes determining one or more communication conditions, and instructing a transceiver to advertise to a first display device in accordance with one or more communication variables based upon the one or more communication conditions. The method then transmits the estimated analyte measurement values to the at least first display device. Related systems, methods, and articles of manufacture are also described.