Is a publisher required to promote a shop?

No, publishers are not obligated to promote any shop—neither towards selecdoo nor the advertiser.

A publisher always acts in their own interest, which is naturally incentivized through posts, deals, and commissions.
If a publisher feels that your shop, product, deal, or brand doesn’t align with their audience or platform, they are under no obligation to promote you.

When would a publisher be obligated?
Only if they’ve received a fixed budget in exchange for a clearly defined service.