Techniques are disclosed herein for protecting personally identifying information (PII) and behavioral data while delivering targeted assets. In one aspect, a profile is created based on a template and desired characteristics of users to receive one or more targeted assets. The template provides a framework for the user characteristics. One or more clients are provided the template. A manifest that identifies the targeted assets is encrypted based on the profile. The encrypted manifest is sent to the one or more clients. A user profile is generated at a client based on a template. The client attempts to decrypt the encrypted manifest based on the profile created at the client. The client sends a request for any targeted assets that were identified through the attempt to decrypt the encrypted manifest.