In some embodiments, the disclosed subject matter involves a system and method to identify objects in an environment or scene to assist in locating objects and individuals. In at least one embodiment, users register with a service to help locate and/or track objects and individuals. The service may provide recommendations on how to locate, reach, or avoid the target object or individual. Identifying and tracking an object may be used to locate an individual when the object is correlated with the individual. Individuals may register with the service for purposes of user authentication and for defining privacy authorizations for data related to the identifying the user and user's location to other parties. The service may execute in a trusted execution environment to help preserve privacy. Embodiments may be used for games, geo-caching, finding groups and individuals for meeting up, avoiding objects or individuals, etc. Other embodiments are described and claimed.