In one general aspect, a method can include identifying, by a computing device, a geographic proximity of an entity, establishing, by the computing device, direct short-range communications with the entity, the computing device and the entity being able to communicate with one another using a short-range communication protocol. The method can further include receiving, by the computing device, an indication that the computing device shares an identifier with the entity, and receiving, by the computing device, information relevant to the computing device regarding the entity based on the shared identifier.