Abstract: In particular embodiments, customized content is determined and provided to a user based on a unique identifier stored on a memory device. In one embodiment, a method of delivering content can include: accessing a unique identifier from a memory device that is removably coupled to a computing device, where the memory device includes the unique identifier and preloaded content; using the unique identifier to determine personalized information about a user of the memory device; authenticating the memory device by using the unique identifier from the memory device; determining customized content for the user if the memory device is authenticated, where the customized content is based on the unique identifier; and providing the customized content for presentation to the user along with the preloaded content and the personalized information.