Systems and method for allowing an identifier value associated with a computing device, and that is delivered to content providers when requesting content, to be altered from that of the unique identifier value associated with the computing device. A computing device will include user interface elements that allow a user to request a new identifier on-demand. In some cases, the user can also configure the computing device to obtain a new identifier value in response to other actions at the computing device or automatically when some type of usage criteria is met. The identifier value is configured to be substantially unique and to be different than a unique identifier associated with the computing device to provide anonymity for the user.