1. A method comprising the acts: capturing ambient audio from a user's environment using a smartphone, and producing samples of audio data therefrom; generating fingerprint data from the audio data, using a processor of the smartphone, and providing the fingerprint data to a system, said generating including performing a series of Fast Fourier Transforms on overlapping windowed excerpts of the audio samples, each windowed excerpt comprising 1024 samples; receiving, in response to said providing of the fingerprint data, fingerprint-based audio information identifying the captured audio; also generating watermark-based distributor information by performing a digital watermark decoding operation on the audio data, using said processor, to extract digital watermark payload data previously steganographically encoded therein, said watermark payload data indicating a distributor that participated in delivering the audio to the user's environment; and selecting software for execution on the smartphone, from among plural alternatives, based on both the fingerprint-based audio information and the watermark-based distributor information, and executing said selected software; wherein: first software is selected for execution when first audio content is delivered with participation of a first distributor, and second, different, software is selected for execution when said first audio content is delivered with participation of a second distributor different than the first distributor.