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Time and again, we hear online merchants urging online marketplaces to advertise their sites more prominently, with many sellers advocating TV campaigns to drive shoppers to their listings. eBay and Overstock.com have run some memorable television ads in the past, but for the most part, online marketplaces stick with Internet, email and affiliate marketing to attract shoppers.
So news that Rakuten.com Shopping has begun promoting its marketplace through television and billboard advertising in the U.S. is big news, even though they are testing the campaigns in limited geographic areas.
