Disclosed are a method, a device and a system of generation of a modified digital media file based on encoding of a digital media file with decodable data such that the decodable data is indistinguishable through a human ear from a primary audio stream. In one embodiment, a method includes validating a user as a publisher, associating a response action to a message of the user, using a processor and a memory, generating a unique identifier through a hash function applied to the response action, encoding a digital media file with a decodable data using the unique identifier such that the decodable data is indistinguishable from a primary audio stream through a human ear, and generating a modified digital media file based on the encoding of the message with the decodable data such that the decodable data is indistinguishable from a primary audio stream through the human ear.