# Add brand partners and demand partners

![Retail Brand Partners during onboarding: prepared invitations, with status and integrated socials per brand.](https://cdn.sanity.io/images/lnrtvsvr/development/1d87b73d29647a2545d3fb347405a169dca8f567-1200x867.jpg)
*Screen. Retail Brand Partners during onboarding: prepared invitations, with status and integrated socials per brand.*

When you finish, the companies who will pay for your audience (brands, agencies, programmatic buyers, and other networks) are connected to your network, and the companies whose content you want are connected too. Your part takes about 10 minutes for the first partner.

## Before you begin

- Brand safety profile saved (see [Set moderation and brand safety](https://begenuin.com/developers/get-started/any-business/moderation-brand-safety)). Partners see it before they accept.

## Two directions of partnership

- **Outbound** – your content and placements become available to partners (other networks, Extended O&O destinations, the Genuin network directory). This is distribution (see [Network distribution: place your content in partner inventory](https://begenuin.com/developers/get-started/any-business/network-distribution-place-your-content-in-partner-inventory)).
- **Inbound** – partner content and campaigns appear in your placements, under your rules (see [Accept partner content into your ecosystem](https://begenuin.com/developers/get-started/any-business/accept-partner-content-into-your-ecosystem)). This is where revenue comes from.
  ![Diagram: two directions of partnership between your network and your partners. Outbound: your content and placements become available to partners, meaning other networks, Extended O&O destinations, and the Genuin network directory; this is distribution. Inbound: partner content and campaigns, from brands, agencies, programmatic buyers, and other networks, appear in your placements under your rules; this is where revenue comes from. Every partner edge has a direction, permissions, groups, and a split or price.](https://cdn.sanity.io/images/lnrtvsvr/development/34cadf7299e8b68aa5b49dc9a997e06e5facaff8-720x397.svg)
  *Outbound partnerships distribute your content; inbound partnerships bring partner content and campaigns into your placements, which is where revenue comes from.*

## What Octo does

![Diagram: six steps in two lanes. Octo: 1, identifies partners from the crawl and the network directory: brands in your content, advertisers in your category, and publishers your audience visits; 2, classifies each on the five axes and proposes the edge: direction, permissions, groups, and the split or price; 3, drafts each invitation and, for demand partners, a first package or Paid Partner Post offer, and for programmatic the ad server connection and listings. You: 4, review the partner list, each classification, and each edge’s permissions and economics, and change any of them while Octo redrafts the invitation; 5, choose Approve and invite, and partners accept your brand safety profile on the way in. Octo: 6, handles incoming requests the same way, classifying the requesting brand and bringing you a recommendation. Result: a partner directory, and demand sources ready to switch on.](https://cdn.sanity.io/images/lnrtvsvr/development/b5d58fa012b94c2ae6e70aac28a25c71f61eff13-720x778.svg)
*Octo finds, classifies, and drafts every partnership; you review the edges and approve the invitations.*

1. Octo, Genuin's Supervised Intelligence interface, identifies partners from the crawl and the network directory: the brands that already appear in your content, the advertisers in your category, the publishers your audience visits, and the data or catalog brands your model allows. It classifies each on the five axes (see [Brand Network: core concepts and how brands are classified](https://begenuin.com/developers/get-started/any-business/brand-network-core-concepts-and-how-brands-are-classified)) and proposes the edge: direction, permissions, groups, and the split or price.
2. Octo drafts each invitation and, for demand partners, a first package or Paid Partner Post offer; for programmatic it proposes the ad server connection (see [Programmatic: Genuin Ad Server or your partner ad server](https://begenuin.com/developers/get-started/any-business/programmatic-genuin-ad-server-or-your-partner-ad-server)) and the package and AdCP listings (see [Packages: sell outcomes to brands and demand partners](https://begenuin.com/developers/get-started/any-business/packages-sell-outcomes-to-brands-and-demand-partners)).
3. Octo handles incoming requests the same way: it classifies the requesting brand and brings you a recommendation.
   ![The same partner table in Brand Control Center (BCC) after launch: partner, house-of-brand, and demand relationships side by side.](https://cdn.sanity.io/images/lnrtvsvr/development/a01975cd726371ca34859152ed2f9a47f438acc0-1197x749.jpg)
   *Screen. The same partner table in Brand Control Center (BCC) after launch: partner, house-of-brand, and demand relationships side by side.*

## What you approve

- The partner list, each classification, and each edge's permissions and economics. Change any of them; Octo redrafts the invitation.
- Choose **Approve and invite**. Partners accept your brand safety profile on the way in, and demand sources are ready to switch on in Step 5.

## Make Octo smarter

- Tell Octo your partner rules ("no competitors of X"; "agencies get read-only reports") and your existing relationships under Brand → Context → Partners; it proposes edges that match how you already do business.

**Need help?** Octo is available 24/7 in Brand Control Center (BCC) and on every page of these docs. Ask it in plain language; when the answer needs a person, Octo brings the right account manager, developer, or Ops engineer into the same thread and stays on it until it is solved. Every Business Account owner has this, on every plan (see [24/7 Octo support: how Octo brings in account managers, developers, and Ops](https://begenuin.com/developers/get-started/any-business/24-7-octo-support-how-octo-brings-in-account-managers-developers-and-ops)).

## What you get

- A partner directory with status, permissions, and the brand safety profile each partner has accepted.
- Demand sources ready to switch on in Step 5.