Logic to cause transmission of a first generic attribute profile (GATT) advertisement comprising a first address associated with the service provider. Logic to generate a second non-GATT advertisement comprising a second address, an encoded personalized identifier (ID), and a payload comprising the first address. Logic to cause transmission of the second non-GATT advertisement. Logic to receive, from a scanner device, a request for the service associated with the first address. Logic to receive a first GATT advertisement for a service provider comprising a first address associated with the service provider. Logic to receive a second non-GATT advertisement comprising a second address, an encoded personalized ID, and a payload, wherein the payload comprises the first address. Logic to decode the encoded personalized ID and associate the personalized ID with the service provider. And logic to request, from an advertisement device that transmitted the first GATT advertisement.