1. A system to match a data item in a data file to a search entity, comprising: one or more processors and memory to: receive, from a client device via a network, a search query sensed via a microphone of the client device; identify 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; determine, based on the first identification data and the first data item type, a first search entity corresponding to a named physical entity; generate 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; associate 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; determine that the search query received from the client device includes a query term indicative of the first search entity; identify, responsive to the query term in the 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; determine, 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; conduct, responsive to the determination, the first content auction; select 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 provide, to the client device, responsive to selection of 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.
1. A system to match a data item in a data file to a search entity, comprising: one or more processors and memory to: receive, from a client device via a network, a search query sensed via a microphone of the client device; identify 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; determine, based on the first identification data and the first data item type, a first search entity corresponding to a named physical entity; generate 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; associate 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; determine that the search query received from the client device includes a query term indicative of the first search entity; identify, responsive to the query term in the 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; determine, 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; conduct, responsive to the determination, the first content auction; select 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 provide, to the client device, responsive to selection of 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. 9. The system of claim 1 , comprising a search service executed by the one or more processors and memory to: perform a web search in response to the search query received from the client device; provide, to the client device, an audible search result based on the web search to cause a speaker connected to the client device to play the audible search result; and provide, to the client device, the first content item in addition to the audible search result to cause the speaker connected to the client device to play the first content item in addition to the audible search result.