A wireless device capable of matching a user with content based on the user's proximity to other users, by searching for a match between profiles of wireless devices within a wireless coverage area. Wireless devices broadcast profiles within a wireless coverage area. Other wireless devices within the wireless coverage area receive the broadcasted profiles, determine a match between the received profile and a profile stored on the wireless device, and display a match indicator if a match is determined. In this manner, a user having a wireless device may be matched with content based on the user's proximity to other users.