Abstract: Techniques for expanding an online connection network based on digital images of printed media are provided. In one technique, analysis data that is generated based on analyzing a digital image of a physical medium is received. The digital image is generated by a computing device of a scanning entity. One or more data items are identified within the analysis data. Based on the identified data item(s), it is determined whether a profile database includes a profile that includes a data item that matches one of the identified data item(s). In response to a positive determination, profile data about a scanned entity that is the subject of content on the physical medium and that is different than the scanning entity is retrieved from the profile. In response to identifying the profile, the profile data is transmitted over a computer network to be displayed on the computing device of the scanning entity.