Data protection in network environments

A computer program product (CPP) comprising:

• a computer-readable memory coupled to one or more processors;
• and
• computer readable instructions stored in the computer-readable memory that, when executed by the one or more processors, performs operations comprising:
• generating an identifier for a first data record relating to a user device, wherein the identifier is generated based on a value output by a first machine learning model receiving the first data record as input;
• and
• sending the identifier to a service provider, wherein the identifier is used by the service provider to determine one or more contents to be sent to the user device.

A computer implemented method (CIM) comprising:

• applying a set of classification and regression tree algorithms to a plurality of training records to obtain a decision tree machine learning (ML) model including a plurality of leaf nodes, with the plurality of leaf nodes respectively corresponding to the plurality of training records, and with a given first leaf node of the plurality of leaf nodes including a first assigned value that is assigned to a training record corresponding to the first leaf node;
• and
• applying a set of clustering algorithms to the plurality of training records to obtain a cluster ML model including a plurality of clusters and a plurality of center points;
• and
• transforming a new data record to obtain a transformed record.