Using uniquely generated identifiers in a network-based ecosystem in which a plurality of client devices request media content and software applications from online distribution system and additionally request invitational content from invitational content providers. Separating users' demographic data from a device-specific identifier in favor of uniquely generated identifiers and using the client device to enforce the substation of uniquely generated identifiers in favor of a device identifier, thereby using the client device to serve as a proxy in creating a firewall to exclude system partners from access to a device identifier.