In embodiments, a unique ID may be generated for a user of a mobile device by requesting, from a DNS server, an address record for each domain name of a series of domain names to create an address record set. The address record for each domain name may be randomly selected from a group of address records associated with the respective domain name. The unique ID may then be generated utilizing the address record set. In other embodiments, a list of URI schemes may be sent to the mobile device, which may respond with an indication of a subset of the URI schemes that are supported by the mobile device. This subset of the URI schemes may then be correlated with one or more associated native applications to identify native applications installed on the mobile device to automatically profile the mobile device. Other embodiments may be described and/or claimed.