In one embodiment, techniques are provided to establish and use semantic associations between location profiles and ambient profiles. One or more location profiles are selected from a location database. A first plurality of ambient profiles is selected for a first area surrounding one or more geographic locations of the location profiles. One or more patterns are extracted from the first plurality of ambient profiles and are used to generate associations between location profiles and ambient profiles in an association database which semantically associates location profiles with ambient profiles independent of geographic location. The associations may be used, among other things, to service requests from mobile devices and/or update ambient profiles or location profiles.