11. A method of matching a data item in a data file to a search entity comprising: receiving, by one or more processors from a client device via a network, a search query sensed via a microphone of the client device; identifying, by the one or more processors, 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; determining, by the one or more processors, based on the first identification data and the first data item type, a first search entity corresponding to a named physical entity; generating, by the one or processors, 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; associating 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; determining, by the one or more processors, that the search query received from the client device includes a query term indicative of the first search entity; identifying, by the one or more processors responsive to the query term in the received 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; determining, by the one or more processors, 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; conducting, by the one or more processors responsive to the determining, the first content auction; selecting, by the one or more processors, 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 providing, by the one or more processors to the client device, responsive to selecting 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.
11. A method of matching a data item in a data file to a search entity comprising: receiving, by one or more processors from a client device via a network, a search query sensed via a microphone of the client device; identifying, by the one or more processors, 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; determining, by the one or more processors, based on the first identification data and the first data item type, a first search entity corresponding to a named physical entity; generating, by the one or processors, 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; associating 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; determining, by the one or more processors, that the search query received from the client device includes a query term indicative of the first search entity; identifying, by the one or more processors responsive to the query term in the received 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; determining, by the one or more processors, 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; conducting, by the one or more processors responsive to the determining, the first content auction; selecting, by the one or more processors, 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 providing, by the one or more processors to the client device, responsive to selecting 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. 20. The method of claim 11 , comprising: determining, based on the 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 second content auction for the second entity-action pair; conducting the second content auction; selecting the second entity-action pair based on the second content auction; and providing, to the client device, responsive to selection of the second entity-action pair, a second content item received from a second third-party content provider that provided a second data file used to generate the second entity-action pair, the second content item comprising audio data to cause a speaker connected to the client device to generate sensory information to convey the audio data.