1. A system comprising: one or more processors; memory; and one or more computer-executable instructions stored in the memory and executable by the one or more processors to perform operations comprising: identifying a first computing device that is associated with a lender, wherein the first computing device has access to a copy of a digital item and a digital rights management token that authorizes consumption of the digital item by the lender, the digital rights token specifying a limit on a first number of times the digital item is authorized to be loaned; identifying potential borrowers of the digital item; ranking the potential borrowers of the digital item based upon a lending metric associated with individual ones of the potential borrowers, the lending metric based at least in part upon (1) a difference between a second number of times the potential borrower has loaned one or more first digital items and a third number of times the potential borrower has borrowed one or more second digital items and (2) a demand for the one or more first digital items; selecting a highest ranked potential borrower of the potential borrowers; verifying that a fourth number of times the digital item has been loaned is less than the limit on the first number of times the digital item is authorized to be loaned; initiating, on behalf of the lender, lending of the digital item to the highest ranked potential borrower for a lending period; revoking the digital rights management token from the first computing device during the lending period; and providing the digital rights management token to a second computing device associated with the highest ranked potential borrower during the lending period.