A method, system and computer program for controlling propagation of content throughout the Internet, social and mobile networks. Publisher's content is assigned a unique identifier in a form of a URI (Uniform Resource Identifier) or a URL (Uniform Resource Locator). The unique identifier is modified each time the content is accessed by a user. The content parameters in the identifier are modified in order to keep track of number of accesses to the content by users. By changing the parameters assigned to the content, a publisher or an advertiser can determine a number of recipients of the content and keep track of the entire process of content distribution and its propagation throughout a network.