A system includes a mobile device and a receiving device associated with a media access device. The receiving device obtains from the mobile device during a process in which the mobile device and the receiving device are paired a first identifier that uniquely identifies the mobile device. The first identifier is then associated within the receiving device to a universal advertising identifier. Thereafter, when the mobile device is determined to be in proximity to the receiving device, at least the universal advertising identifier is caused to be provided to a remote server. In this manner, the remote server can track at least a presence of a user with the media access device.