1. A system to match a data item in a data file to a search entity, comprising: one or more processors and memory to: receive, from a client device via a network, a search query sensed via a microphone of the client device; identify a first data file received from a computing device of a first third-party content provider, the first data file comprising a first data item with first identification data, a first data item type, and a first online action, the first data item associated with a first product or service of the first third-party content provider; determine, based on the first identification data and the first data item type, a first search entity corresponding to a named physical entity; generate a first entity-action pair comprising the first search entity and the first online action associated with the first data item in the first data file; associate the first entity-action pair with a first bidding parameter of the first third-party content provider, the first bidding parameter specific to the first entity-action pair; determine that the search query received from the client device includes a query term indicative of the first search entity; identify, responsive to the query term in the search query, the first entity-action pair, a second entity-action pair having a second bidding parameter specific to the second entity-action pair, and a third entity-action pair having a third bidding parameter specific to the third entity-action pair, wherein the second entity-action pair comprises the first search entity and a second online action that is different from the first online action, and the third entity-action pair comprises a second search entity and the first online action; determine, based on a comparison of respective online-actions of the first entity-action pair, the second entity-action pair, and the third entity-action pair, to conduct a first content auction for both the first entity-action pair and the third entity-action pair absent the second entity-action pair; conduct, responsive to the determination, the first content auction; select the first entity-action pair based on a comparison of the first bidding parameter and the third bidding parameter during the first content auction; and provide, to the client device, responsive to selection of the first entity-action pair, a first content item received from the first third-party content provider that provided the first data file used to generate the first entity-action pair.