A server exchanges information between one or more wireless devices. The server receives second device identifier information from a first wireless device using a wide area wireless network The second device identifier information was previously provided to the first wireless device via short range wireless communication. The server then uses the second device identifier information to determine additional information concerning an entity or object located in proximity to the second device, and then delivers information to the first wireless device or the second wireless device based at least in part upon the second device identifier and feedback ratings relevant to an entity associated with either the first wireless device or the second device identifier.