Abstract: A method of and system for distributing a content item to a recipient. The content item contains a marker linked uniquely to the recipient. At a first point in time, the marker is inserted in the content item. At a second point in time, an association between the marker and the recipient of the content item is registered. The first point in time lies before a point in time at which the recipient is known. The marker is preferably inserted by means of a watermark. In an embodiment the first point in time lies at a point in time at which processing load is relatively low. Multiple markers can be inserted in a single content item.