Content tagging using broadcast device information

A number of devices co-located at a geographic location can broadcast and receive identity information. The identity information can include a unique device identifier and a device description. The identity information can be exchanged between various electronic devices using a communication link having limited transmission range. Device identifiers and corresponding device descriptions included in the tokens can be associated with content on the device receiving the tokens. The device descriptions can be used as hints for assigning labels to the devices identified by device identifiers. The labels can be associated with the content. The labeled content can be classified, organized, indexed and searched based at least in part on the labels.