Focused advertising across multiple communication channels

A computer-readable hardware device including instructions that, when performed by a processor in an online publication system, cause the online publication system to perform actions comprising:

• receive information that includes data to identify a merchant and to identify one or more products sold by the merchant;
• use the information to publish an advertising campaign across a plurality of communication channels;
• focusing on the merchant's identity in advertisements on at least one communication channel of the plurality of communication channels;
• and
• focusing on the one or more products sold by the merchant in at least one other communication channel of the plurality of communication channels.

A network-based publication system, comprising:

• at least one server computer;
• storage including a first database, the storage communicatively coupled to the server computer, the database includes a profile of a merchant;
• a second database included in the storage, the second database including a product catalog of the merchant;
• the catalog including data to identify one or more products sold by the merchant;
• the at least one server computer configured to:
• access the product catalog and the profile of the merchant;
• use the product catalog and the profile to publish an advertising campaign across multiple communication channels;
• focus on the merchant's identity in advertisements on at least one communication channel of the multiple communication channels;
• and
• focus on the one or more products sold by the merchant in at least one other communication channel of the multiple communication channels.