1. A computing device that provides an improvement to content selection infrastructure, comprising: a keyword retrieval module executed by one or more processors to identify a plurality of content items using a first plurality of keywords associated with content of a web page, each of the plurality of content items comprising a second plurality of keywords input by a respective provider of each of the plurality of content items via an interface, the second plurality of keywords comprising at least two different keywords selected by the respective provider for use in an auction; a scoring module executed by the one or more processors to: determine a keyword score for each of the second plurality of keywords for each of the plurality of content items; select, for each of the plurality of content items, a highest determined keyword score from the keyword score determined for each of the second plurality of keywords for each of the plurality of content items; select, based on the highest determined keyword score, one and only one of the second plurality of keywords for each of the plurality of content items having the highest determined keyword score; and associate the highest determined keyword score of each of the selected keywords with a corresponding content item of the plurality of content items; and a content selection module executed by the one or more processors to select, based on a comparison of the highest determined keyword score associated with each of the plurality of content items, a highest scoring content item to be provided via a computer network alongside the content of the web page.
1. A computing device that provides an improvement to content selection infrastructure, comprising: a keyword retrieval module executed by one or more processors to identify a plurality of content items using a first plurality of keywords associated with content of a web page, each of the plurality of content items comprising a second plurality of keywords input by a respective provider of each of the plurality of content items via an interface, the second plurality of keywords comprising at least two different keywords selected by the respective provider for use in an auction; a scoring module executed by the one or more processors to: determine a keyword score for each of the second plurality of keywords for each of the plurality of content items; select, for each of the plurality of content items, a highest determined keyword score from the keyword score determined for each of the second plurality of keywords for each of the plurality of content items; select, based on the highest determined keyword score, one and only one of the second plurality of keywords for each of the plurality of content items having the highest determined keyword score; and associate the highest determined keyword score of each of the selected keywords with a corresponding content item of the plurality of content items; and a content selection module executed by the one or more processors to select, based on a comparison of the highest determined keyword score associated with each of the plurality of content items, a highest scoring content item to be provided via a computer network alongside the content of the web page. 12. The computing device of claim 1 , comprising: receiving a publisher input corresponding to adding, deleting, or changing a subset of the second plurality of keywords.