10. The computer readable media of claim 6 wherein the media document topic comprises at least one of a location at which the video content items were created and an entity portrayed in the video content items.
6. Non-tangible computer readable media storing software comprising instructions executable by a processing device and upon such execution cause the processing device to perform operations comprising: identifying a first video content item and one or more additional content items that were displayed in association with the first video content item, the one or more additional content items forming a first set; compiling user interaction statistics for the one or more additional content items in the first set, at least some of the one or more additional content items being associated with one or more keywords, wherein the user interaction statistics are used to determine one or more top rated ones of the one or more additional content items based on a number of user interactions with a respective one of the one or more additional content items, wherein the user interactions are selected from the group comprising click through or conversion after presentation and click through; based on the interaction statistics, associating the first video content item with at least some of the keywords associated with one or more top rated content items based at least on the compiling, wherein the associating includes storing an association between the first video content item and the some of the keywords; identifying a second different video content item; determining one or more attributes associated with the first video content item, wherein an attribute is selected from the group comprising a respective source of the first video content item, a respective content channel of the first video content item, a respective search query associated in a search system with the first video content item, or a respective media document topic of the first video content item; determining one or more attributes associated with the second different video content item, wherein an attribute is selected from the group comprising a respective source of the second different video content item, a respective content channel of the second different video content item, a respective search query associated in a search system with the second different video content item, or a respective media document topic of the second different video content item, wherein the media document topic is identified based on non-textual content of the first video content item and non-textual content of the second different video content item; comparing the first and second different video content items including identifying one or more common attributes of the first video content item and the second different video content item, wherein the one or more common attributes of the first and second different video content items includes one or more of a respective source of the first and second different video content items, a respective content channel of the first and second different video content items, a respective search query associated in a search system with the first and second the video content items, or a respective media document topic of the first and second different video content items; and based on the identified one or more common attributes of the first video content item and the second different video content item, using at least some of the keywords assigned to the first video content item as keywords for the second different video content item, wherein the first video content item and the second different video content item will include one or more keywords in common; and providing additional content when displaying the second different video content based on the one or more keywords in common.