1. A computing system, comprising: a processor; memory including instructions that, when executed by the processor, cause the computing system to: receive image data of a point of interest captured by a camera of a computing device, the point of interest associated with an external content provider storing and maintaining information associated with the image data; receive device data associated with at least one of a current location identifier representing position coordinates of where the image data was captured, a timestamp representing a time of capturing the image data, or orientation information representing an orientation of the computing device at the time of capturing the image data; analyze the image data using at least one image processing technique to determine a visual feature that represents a visual aspect of the point of interest; receive tracking information corresponding to a position of a representation of the visual feature with respect to the computing device; determine whether the position of the visual feature is within a position threshold; match, in response to the visual feature being within the position threshold, the image data to stored information maintained by an application provider, the image data based on the visual feature and at least one of the current location identifier, the timestamp, or the orientation information, the stored information being associated with at least one candidate image associated with the external content provider, the application provider and the external content provider being separate entities; determine an additional set of candidate images based at least in part on one of an updated location identifier, updated orientation of the computing device, or timestamp associated with the additional set of candidate images; compare the image data with at least a subset of the additional set of candidate images; determine a confidence score for each of the subset of the additional set of candidate images; select an image from the subset of the additional set of candidate images that has the highest confidence score; retrieve content associated with the stored information of the image selected from the subset of the additional set of candidate images that has the highest confidence score, the content including content elements selectable by a user of the computing device, the content provided by the external content provider; provide the content for display with the image data on the computing device; cause the content to be rendered in an overlay element that overlays the image data displayed on the computing device; and in response to determining that the position of the representation of the visual feature is outside the position threshold, receive updated image data to determine updated content associated with the visual feature, wherein the updated content includes a new type of content, wherein the user is able to interact with the updated content displayed in the overlay element by accessing the content elements selectable by the user.