2. The method of claim 1 , comprising: receiving, at one or more processors, a data file from a computing device of the first third-party content provider comprising one or more content items including the first content item, each of the one or more content items comprising respective identification data, a respective content item type, and a respective online action, each of the one or more content items associated with a respective product or service of the first third-party content provider; identifying the first search entity based on identification data and content item type for the first content item in the data file, the first search entity corresponding to a named physical entity; generating, based on the data file, the first entity-action pair comprising the first search entity and the first online action, the first online action associated with the first content item of the one or more content items in the data file; and associating the first entity-action pair with the first bidding parameter specific to the first entity-action pair.
2. The method of claim 1 , comprising: receiving, at one or more processors, a data file from a computing device of the first third-party content provider comprising one or more content items including the first content item, each of the one or more content items comprising respective identification data, a respective content item type, and a respective online action, each of the one or more content items associated with a respective product or service of the first third-party content provider; identifying the first search entity based on identification data and content item type for the first content item in the data file, the first search entity corresponding to a named physical entity; generating, based on the data file, the first entity-action pair comprising the first search entity and the first online action, the first online action associated with the first content item of the one or more content items in the data file; and associating the first entity-action pair with the first bidding parameter specific to the first entity-action pair. 6. The method of claim 2 , comprising: generating a log comprising a content item of the one or more content items successfully matched to a single search entity.