Certain implementations of the disclosed technology may include computing systems and methods for associating computing devices. According to an example implementation, a computer-implemented method is provided. The method may include determining a first set of content items associated with a first computing device and determining a second set of content items associated with a second computing device. The method may also include determining whether the first and second computing devices constitute a candidate pair. The method may also include calculating s similarity metric between the first and second computing devices based on a common set of content items shared between the devices. Finally, the method may include associating the first and second computing devices with one another.