1. A method comprising: receiving first activity information for a sender of a first link to at least one recipient collected by a collection resource at a Web site, wherein no personally identifiable information of the sender is collected in collecting the first activity information, and the personally identifiable information of the sender comprises an e-mail address of the sender; storing the first activity information at a storage server; receiving second activity information when a recipient accesses the first link sent by the sender corresponding to the first activity information stored at the storage server, wherein no personally identifiable information of the recipient collected in collecting the second activity information; using at least one processor, attempting to identify a first node representative of the sender in a social graph; when a first node representative of the sender in a social graph is not identified and after receiving the second activity information, creating a second node to represent the sender in the social graph; and based on at least information associated with the second node in the social graph, selecting a personalized digital content for delivery to the sender.