A privacy preserving tag and methods for reading the same are disclosed. An authentication and tracking method and system for the privacy preserving tag is also disclosed. The method includes storing information in memory of a tag, receiving a read response at the tag from a reading device, and responding to the read request by generating a response at the tag that includes a combination of a base resource identifier as well as a privacy identifier. The privacy identifier is provided to support privacy characteristics of the tag while enabling establishment of a personalized portal at a remote system.