Techniques for distributing content to mobile computing devices, such as in the context of a vehicle-based wireless network, are described. In some examples, a collection of vehicle-mounted devices forms a cooperative wireless network to distribute content items throughout the network. The devices in the network automatically and independently vary the transmission rates in order to optimize or at least improve throughput, network connectivity, and/or range. Each device may determine a utilization level of a wireless communication channel. If the utilization level is below a threshold level, the device increases the transmission data rate of its transceiver, thereby decreasing range. If the utilization level is above a threshold level, the device decreases the transmission data rate of its transceiver, thereby increasing range.