An on-line marketplace provides systems and methods for a mutually beneficial messaging campaign with one or more merchants, in order to promote the merchants' products. One aspect of the messaging campaign includes augmenting the merchants' budgets across multiple commercial channels. The channels may include merchant-operated channels, marketplace-operated channels, and/or third party channels. The marketplace selects when and how to augment the merchants' budgets. The augmented budget comprises an overall content budget for the messaging campaign, including a first budget portion provided by the merchant(s) and a second budget portion provided by the on-line marketplace. The augmented budget may be determined based on a weighted combination of goals of the marketplace and one or more merchants. The augmented budget may be segmented into static and dynamic portions, in which the dynamic portion is varied between channels to determine variables to optimize budget allocation and message performance.