As Ameritrade and its rival, T.D. Waterhouse, a unit of Canada's Toronto Dominion Bank, engage in talks about a possible merger, another online brokerage is looking to get a piece of the action, Dow Jones reports.

E-Trade Financial, which last month made an unsolicited bid for Omaha, Neb.-based Ameritrade is considering its options, according to people familiar with the matter. It could either sweeten its offer for Ameritrade, or it could make a separate bid for T.D. Waterhouse. The company may even make an offer for other industry players such as Charles Schwab.

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