1. A method for providing online functionality in association with webpages requested by an application of a client device, the method comprising: interfacing with the application to determine identifying information about a webpage when the webpage is requested by the application for each of a plurality of webpages requested by the application; transmitting, in response to the application requesting the webpage, the identifying information about the webpage to a plurality of servers, at least one server associated with a third party service; identifying video content items within the webpage for optimization; receiving one or more different webpage specific tools from different ones of the plurality of servers based on the identifying information transmitted to the servers to comprise a set of tools in a tool bar received independently from the webpage, a tool in the set of tools configured to enable a user of the client device to perform an action specific to the webpage and associated with the user on the third party service through the server from which the tool was received based on the identifying information about the webpage transmitted to the server, the application displaying the webpage; rendering a toolbar interface including a set of toolbar icons corresponding to the set of received tools; rendering, in response to receiving a selection of a toolbar icon, a tool interface overlaying the application and comprising a selectable element representative of the action associated with the user on the third party service; rendering the selectable element within the tool interface in association with a given video content item, the selectable element indicating optimization of the video content item for the user; transmitting, in response to a selection of the selectable element, instructions compatible with the interface of the server associated with the third party service that cause the server to optimize the content of the given video content item for the user and stream optimized video for the given content item to the client device; and providing for display the optimized video within the tool interface.