# Extended O&O: how managed syndication works end to end

Extended O&O (owned and operated) runs your brand as a destination across inventory you do not own, with Genuin operating every step as a managed service; your team sees results in Brand Control Center (BCC) and rarely needs to log in. Publishers host Extended O&O destinations; brands, retailers, and publishers' own media brands run them. Most of this article is for the side running a destination; the hosting side has its own section below. Reading time about 7 minutes.

## The model

Your brand keeps its identity, its content, and its audience relationship. Genuin places a branded destination (a persistent placement, not a campaign) on partner properties that match your audience, keeps it filled through Studio and Canvas (part of Supervised Intelligence), sells Paid Partner packages and programmatic demand against it, and reports everything back along your grid.

## If you're the publisher hosting destinations

Extended O&O works from both sides. Retailers, commerce media networks, and brands run their destinations on your pages, and you earn from those budgets at a higher margin per impression. Genuin operates and sells each destination as a managed service, so you need no sales team of your own. What each destination earns shows up by placement and partner in [Margin reporting](https://begenuin.com/developers/get-started/any-business/margin-reporting-revenue-per-impression-and-net-margin-on-ad-spend), alongside your other demand sources in [Monetize](https://begenuin.com/developers/get-started/any-business/monetize-what-it-does-and-where-to-start).

## What Genuin does, step by step

| Step | Genuin does | You see in BCC |
| --- | --- | --- |
| Destination design | Chooses partner properties and page types, designs the placement, applies your brand kit | Grid entries under a property you do not own, marked Extended |
| Content operations | Adapts your library per destination, schedules production lines in Canvas | Studio Adaptation log, Canvas Journal |
| Demand | Lists packages for buyers and over AdCP, sells Paid Partner Posts and Takeovers, runs the ad server | Monetize → Demand with sources marked Managed |
| Yield | Sets and adjusts floors, pacing, and partner mix | Reports → Revenue and Margin |
| Reporting | Daily and monthly reports, reconciled against the agreement | Reports, invoices and payout statements |

## What you decide

Model and agreement (see [Choose your network model: Owned, Extended, Commerce, or Retail](https://begenuin.com/developers/get-started/any-business/choose-network-model) and [Choose your monetization agreement](https://begenuin.com/developers/get-started/any-business/choose-monetization-agreement)), brand kit and voice (see [Set your brand identity: name, logo, colors, and voice](https://begenuin.com/developers/get-started/any-business/set-brand-identity)), brand safety profile and exclusions (see [Set moderation and brand safety](https://begenuin.com/developers/get-started/any-business/moderation-brand-safety)), which groups may travel (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)), and approval mode for paid content.

## Timeline

A typical Extended O&O launch runs four to six weeks from signature to first destination live, depending on partner inventory availability. Launch destinations are named in your agreement.

## How it runs

The placements, feeds, destinations, and identity settings described here are proposed from your grid and audience, applied on confirmation, and tuned on a cadence from the reports.

**Support.** Help is available 24/7 from Brand Control Center and from every page of these docs. Ask in plain language; when a person is needed, an account manager, developer, or Ops engineer joins the same thread and stays on it until it is resolved. 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)).

## API & SDK

Access: the calls in the table are the proposed Business Account API (see [Business Account API: provisioning, OAuth, and the resource map](https://begenuin.com/developers/get-started/any-business/business-account-api-provisioning-oauth-and-the-resource-map)), authenticated with a key scoped to the account and a role or an OAuth client acting for it; every confirmation in this article becomes a proposal you can approve by API (`POST /proposals/{proposalId}:approve`). Live today, the server API under `/api/thirdparty` authenticates with a `gn-access-token` (see [Generate an access token](https://begenuin.com/developers/developer-resources/api/generate-access-token-using-authentication-api)), and [Live API today and the Business Account API roadmap](https://begenuin.com/developers/developer-resources/guides/live-api-today-and-the-business-account-api-roadmap) maps what is live to what is proposed.

| Call | Purpose |
| --- | --- |
| POST /brands/{brandId}/destinations | Create an Extended O&O or Generative Destination on a Genuin domain |
| POST /feeds/{feedId}:distribute | Approve where a feed may run and what wraps it; starts distribution |
| POST /accounts/{accountId}/agreements | Draft the agreement for the model (revenue share, platform, managed, commerce, buyer) |

```js
// proposed server SDK (Business Account API)
import { Genuin } from '@genuin/sdk';
const genuin = new Genuin({ apiKey: process.env.GENUIN_KEY });
await genuin.destinations.create(brandId, { kind: 'generative', domain });
await genuin.feeds.distribute(feedId, { scope: 'network', wrap: ['genuin-ads'] });
await genuin.agreements.create(accountId, { type: 'revenue-share' });
```

Live today: [Deliver contextual feeds with page, user, and location context](https://begenuin.com/developers/developer-resources/sdk/contextual-embeds-how-they-work-and-how-to-configure-them) · [Embed the Genuin Web SDK on your website](https://begenuin.com/developers/developer-resources/sdk/how-do-you-embed-and-configure-the-genuin-web-sdk-on-your-website) · [Go live with monetization in your feeds, apps, and partner pages](https://begenuin.com/developers/developer-resources/sdk/go-live-with-monetization-in-your-feeds-apps-and-partner-pages).

SDKs: Web SDK (see [Embed the Genuin Web SDK on your website](https://begenuin.com/developers/developer-resources/sdk/how-do-you-embed-and-configure-the-genuin-web-sdk-on-your-website)), iOS SDK (see [Integrate the Genuin iOS SDK](https://begenuin.com/developers/developer-resources/sdk/developer/genuin-sdk/native-compatibility/ios/how-to-integrate-and-power-your-brand-community-in-ios-apps)), Android SDK (see [Integrate the Genuin Android SDK](https://begenuin.com/developers/developer-resources/sdk/how-to-integrate-and-power-your-brand-community-in-android-apps)), React Native (see [Integrate the Genuin SDK with React Native apps](https://begenuin.com/developers/developer-resources/sdk/how-do-you-integrate-the-genuin-react-native-sdk-into-your-application)), and Flutter (see [Integrate the Genuin SDK with Flutter apps](https://begenuin.com/developers/developer-resources/sdk/how-do-you-integrate-the-genuin-flutter-sdk-into-your-application)) render Genuin and sign members in; the Node (`@genuin/sdk`) and Python (`genuin`) server SDKs are proposed with [Business Account API: provisioning, OAuth, and the resource map](https://begenuin.com/developers/get-started/any-business/business-account-api-provisioning-oauth-and-the-resource-map).