A method and associated arrangement allows a content or service provider to establish an anonymous profile of a consumer using at least one request sent by the consumer through a communication network. The request sent by the consumer includes identification data of the consumer. The identification data is substituted in the network with an alias so as to anonymize the request. The identification data is not accessible to the content or service provider and there is a one-to-one and immutable correspondence between the identification data and the alias.