In an ad hoc peer-to-peer type network during peer discovery, information relating to users of various devices is broadcast to other devices in the network, which can compromise privacy of the users. Instead of announcing a public identifier that might be known by a multitude of individuals, the user device announces a private identifier that might be known to, or determined by, a select few individuals. The individuals selected can be given a key to determine the private identifier associated with a public identifier, or vice versa, wherein that key can have a validity range or a period of time, after which the key expires. Prior to the expiration of the key, the selected individuals, through their respective devices, can detect a corresponding user and/or device by the current private identifier being announced, thus mitigating the number of people that are aware of the user's presence.