A system comprising a computer-readable storage medium storing at least one program and a computer-implemented method for matching a user profile on an online platform to a user record of a network-based content publisher. A user profile from which an entry published to an online platform originated is identified. The entry includes a reference to content hosted by a network-based content publisher. The user profile is matched with a user record maintained by the network-based content publisher based on information embedded in the reference to the content that is included in the entry published to the online platform. Data from the user profile is utilized to provide personalization services to a user associated with the user record.