The optical conductivity sigma(omega) is calculated at finite temperature T for CuO_2 chain clusters within a pd-Hubbard model. Data at T = 300 K for Li_2CuO_2 are reanalyzed within this approach. The relative weights of Zhang-Rice singlet and triplet charge excitations near 2.5 and 4 eV, respectively, depend strongly on T, and a rather dramatic dependence of sigma(omega) on the ratio of the first to second neighbor exchange integrals is predicted. On the basis of these results, information about exchange interactionsfor frustrated edge-shared cuprates can be obtained from T-dependent optical spectra. Our results are also relevant for magnetically weakly coupled wide-gap insulators in general.