A system, method, and computer-readable medium are disclosed for separating the purchase of digital assets from their fulfillment and activation. Digital assets purchase information comprising digital assets identifier information and activation key data, and system identifier information comprising system identifier data, is received. The purchase information and the system identifier information are processed to generate digital assets activation request data, which is then processed by the provider of the digital assets to generate digital assets activation data. Associated digital assets data is provided with the digital assets activation data and then processed with the purchase transaction data to generate digital assets entitlement data. A personalization agent associated with a target system automatically downloads the purchased digital assets and associated digital assets entitlement data, which is used to install the digital assets, thereby entitling the system to process the installed digital assets.