A system to optimize exchange of data used for third-party content selection, comprising: one or more processors; and a memory storing computer code instructions stored thereon, the computer code instructions when executed cause the one or more processors to: receive, via a user interface (200a, 200b) provided on a computing device associated with a third-party content provider, selection criteria indicative of a product or service context of interest to the third party content provider, the selection criteria including at least a predetermined client device type and a predetermined time period; access, from a database including a plurality of data structures, using the selection criteria including the predetermined client device type, a data structure storing a plurality of data records, each of the plurality of data records indicating at least one online activity associated with (i) a device identifier of a client device that performed the online activity, (ii) a time stamp, and (iii) one or more keywords; match, using the selection criteria including the predetermined client device type, a subset of the plurality of data records, each of the subset of the plurality of data records including (i) a time stamp within the predetermined time period, and (ii) a device type the same as the predetermined client device type, to determine a selected plurality of client device identifiers; identify, using the data records, a plurality of keywords associated with the selected plurality of client device identifiers for recommending to the third party content provider to use in providing third party content related to the product or service context; determine performance metric values of the plurality of keywords based on online activities indicated in the data records associated with the selected plurality of client device identifiers; and provide, to the computing device associated with the third-party content provider, access to the plurality of keywords and the performance metric values. one or more processors; and a memory storing computer code instructions stored thereon, the computer code instructions when executed cause the one or more processors to: receive, via a user interface (200a, 200b) provided on a computing device associated with a third-party content provider, selection criteria indicative of a product or service context of interest to the third party content provider, the selection criteria including at least a predetermined client device type and a predetermined time period; access, from a database including a plurality of data structures, using the selection criteria including the predetermined client device type, a data structure storing a plurality of data records, each of the plurality of data records indicating at least one online activity associated with (i) a device identifier of a client device that performed the online activity, (ii) a time stamp, and (iii) one or more keywords; match, using the selection criteria including the predetermined client device type, a subset of the plurality of data records, each of the subset of the plurality of data records including (i) a time stamp within the predetermined time period, and (ii) a device type the same as the predetermined client device type, to determine a selected plurality of client device identifiers; identify, using the data records, a plurality of keywords associated with the selected plurality of client device identifiers for recommending to the third party content provider to use in providing third party content related to the product or service context; determine performance metric values of the plurality of keywords based on online activities indicated in the data records associated with the selected plurality of client device identifiers; and provide, to the computing device associated with the third-party content provider, access to the plurality of keywords and the performance metric values. receive, via a user interface (200a, 200b) provided on a computing device associated with a third-party content provider, selection criteria indicative of a product or service context of interest to the third party content provider, the selection criteria including at least a predetermined client device type and a predetermined time period; access, from a database including a plurality of data structures, using the selection criteria including the predetermined client device type, a data structure storing a plurality of data records, each of the plurality of data records indicating at least one online activity associated with (i) a device identifier of a client device that performed the online activity, (ii) a time stamp, and (iii) one or more keywords; match, using the selection criteria including the predetermined client device type, a subset of the plurality of data records, each of the subset of the plurality of data records including (i) a time stamp within the predetermined time period, and (ii) a device type the same as the predetermined client device type, to determine a selected plurality of client device identifiers; identify, using the data records, a plurality of keywords associated with the selected plurality of client device identifiers for recommending to the third party content provider to use in providing third party content related to the product or service context; determine performance metric values of the plurality of keywords based on online activities indicated in the data records associated with the selected plurality of client device identifiers; and provide, to the computing device associated with the third-party content provider, access to the plurality of keywords and the performance metric values.