A method of utilizing tones includes receiving content including at least an audio portion for broadcast to a first plurality of users having a first recipient computing device and a second plurality of users having a second recipient computing device, receiving data comprising a first and a second message, determining one or more locations within the content for embedding the first and second messages, converting at least the first and second messages into a plurality of tones that cannot be directly detected by the first and second pluralities of users during broadcast, incorporating the plurality of tones into the content at the one or more locations, and providing the content with the plurality of tones for broadcast via a presentation device such that the plurality of tones are detected by the first and second recipient devices for determining at least one of the first and second messages.