# Distribute your content to partner sites with paid partnerships

Propose a paid partnership that runs posts from your social experience on a partner's pages, with your own CPM, budget, period, targeting, tracking, and payout terms.

Videos from your social experience reach your own pages through embeds and placements. To reach a partner's pages, you send that partner a paid partnership: a proposal to run your posts in its placements and embeds for the period, CPM, and budget you set.

The partner is a brand in your network, such as a publisher or retailer whose feeds already run on Genuin. Nothing is syndicated without the partner's approval, and nothing runs outside the terms in the proposal. Distribution is part of Monetize; for the product as a whole, see [Monetize: what it does and where to start](https://begenuin.com/developers/browse-by-products/monetize/monetize-what-it-does-and-where-to-start). For how distributed content is matched to partner placements, see [Content Distribution (Outbound)](https://begenuin.com/developers/browse-by-products/network/content-distribution-outbound).

## Where distribution happens

| Route | Who starts it | Where it runs | Use it for |
| --- | --- | --- | --- |
| Paid partnership you propose | You, under Grow > Off Site > Paid Partnership | The partner's placements and embeds, chosen by the partner on approval | Putting your posts on a partner's pages at a fixed CPM |
| Paid partnership a partner proposes | The partner, under its Monetize > Paid Partnership | Its own placements and embeds, chosen when it builds the proposal | Accepting an offer a partner makes to you |
| Programmatic | Demand partners through the ad server | Channels under Monetize > Programmatic | Running programmatic demand in your own placements |

This page covers the first route. The second lands in the same list with the status **Proposal Received**, and you review it there. The third is covered in [Set up programmatic ads in your feeds](https://begenuin.com/developers/browse-by-products/monetize/how-do-we-set-up-programmatic-ads-to-generate-automated-ad-revenue).

When you accept a partner's proposal, a **Targeting** popup opens instead of a placement popup. When you rectify one, the placement and embed section isn't shown.

### Paid partnerships and third-party demand

The two kinds of demand differ in what you set up and how payouts are tracked:

- **Paid partnerships** serve through Genuin's own infrastructure. They need no ads.txt, and revenue attribution is direct.
- **Third-party ad servers** require ads.txt and sellers.json, support deal ID activation, and track CPM at the demand partner. Learn more in [Set up ads.txt and sellers.json](https://begenuin.com/developers/get-started/any-business/set-up-ads-txt-and-sellers-json).

Third-party demand is set up as ad sources on the demand side of the ad server, and as channels on the supply side.

![The Ad Sources page under Demand in the Programmatic ad server, with Status, TPP Status, Source Type, Environment, Creative Type, CPM, Advertisers, and Providers filters, Export CSV, and an empty table.](https://cdn.sanity.io/images/lnrtvsvr/development/ab768b78ab6c67122883998ed801bd340451a369-1872x912.jpg)
*Third-party demand sources are listed under Demand > Ad Sources.*

![The Channels list under Supply in the Programmatic ad server, with one video channel selected and its Settings, Video Setup, Trackers, and Override Macros tabs open on the right.](https://cdn.sanity.io/images/lnrtvsvr/development/265c8baab384870369f277e7a685a33fa2defb5b-1870x912.jpg)
*Each channel under Supply > Channels carries its own creative type and settings.*

## Start a paid partnership

To send a proposal, you need an active network relationship with the partner and published posts in the communities you own. If the brand isn't in your network yet, see [Add endemic brands and invite non-endemic brands to your retail media network](https://begenuin.com/developers/get-started/core-concepts/how-retailers-can-add-endemic-and-invite-non-endemic-brands-in-their-retail-media-network).

Your brand needs no placement, embed, or preset of its own. The publisher provides those.

1. Go to **Grow** > **Off Site** > **Paid Partnership**.
2. Click **+ New Paid Partnership**.
3. Enter a **Paid Partnership Title**. It must be unique within your brand, up to 50 characters.
4. Choose the **Paid Partnership Type**. **Partnered Post** is the default.

| Type | What runs | Notes |
| --- | --- | --- |
| Partnered Post | Your posts mixed into the partner's feed | The common choice |
| Partnered Takeover | Your posts fill the first positions of the feed | You set the position rules when you pick the posts |
| Session Takeover | Listed in the menu | Can't be selected |

## Pick the partner and the posts

We recommend starting with category-aligned partners, high-completion verticals, and logged-in or verified environments, because they protect brand integrity and performance. In logged-in or verified environments, your content reaches real, identity-mapped viewers, engagement is intent-based, and brand safety is controlled.

1. Check **Partnering Brand**. It shows your own brand, whose posts the partner runs.
2. Under **Brand Destination**, search your network for the partner whose pages carry the posts. If it isn't there, the dropdown offers **Add a new brand to Network**.
3. Select the posts on the left. Search by keyword or filter by context label.
4. For a Partnered Takeover, set **Position**, and choose whether to select **Allow other content to appear after takeover**.

By default, you can select up to 20 posts per partnership. With **Allow other content to appear after takeover** off, the partner's own posts don't follow yours, and the takeover needs at least 5 posts.

The post list shows your brand's own approved videos, and posts marked as House Ads are left out. Once you select 20, the other checkboxes are disabled until you deselect one.

**Next** becomes available once at least one post is selected.

With that toggle off, your takeover videos play in a continuous loop. With more than 10 videos selected, they keep looping either way.

Switching between **Partnered Post** and **Partnered Takeover** keeps every value you've already entered.

The partner's placements, embeds, and environment aren't on your form. The partner picks them when it approves, so your proposal is about content and money, not layout.

## Set tracking, budget, pacing, and payout

The right-hand panel holds the terms. All of them appear in the proposal the partner reviews.

| Section | Field | Rule |
| --- | --- | --- |
| Impression Tracking | Google Tag Manager ID | Optional. Links the partnership to your Google Tag Manager container. |
| Impression Tracking | Pixel URL | Optional. Requested when a video is in view and loaded. |
| Earnings | Video View CPM | 10 USD to 1,000 USD. A view is 3 seconds of autoplay. |
| Earnings | Total Paid Partnership Budget | 10 USD to 1,000,000 USD, and more than the CPM. You're notified when it runs out or is left over. |
| Earnings | Paid Partnership Period | The start is in the future, and the end is at least 24 hours after it. |
| Earnings | Frequency Capping | Views per user, 1 to 20, per Daily or Lifetime period. |
| Earnings | Pacing | ASAP spends as fast as inventory allows. Evenly spreads the budget across the period. |
| Payments | Payment Type | Publisher Direct Payout. Genuin Payout and Retail Media Trade are listed but can't be selected. |

**Frequency Capping** is on by default, set to 5 per **Daily**. You can change it or turn it off.

**Pacing** is a toggle. Off, the default, is **ASAP**, and on is **Evenly**.

Each field is checked on its own, and **Next** works only when every mandatory field is filled and valid.

With **Publisher Direct Payout**, you pay the partner directly, and Genuin's percentage of media follows your master services agreement. For how splits apply to distributed views, see [Partner Revenue Splits](https://begenuin.com/developers/browse-by-products/network/partner-revenue-splits).

## Narrow where it serves (Optional)

**Targeting** is optional. Add one or more dimensions, and the posts serve only where they match.

| Dimension | Matches when |
| --- | --- |
| Page URL | The visited page is exactly one of the URLs you list |
| Keyword | The page context contains one of the keywords, 2 to 100 characters each |
| Location | The visitor is in one of the countries, states, or cities you list |
| Key values | The page sends one of the values for the key you name |

Within a dimension, values are combined with OR. Across dimensions, you choose AND or OR. Targeting locks once the partnership is live, so set it before you send. Learn more in [Target a paid partnership proposal by URL, keyword, or location](https://begenuin.com/developers/browse-by-products/monetize/sponsorship-proposal-targeting).

## Balance distributed content

Frequency capping and pacing set how often your posts show. Keep the overall feed balanced too. We recommend this mix because it keeps engagement strong while the feed earns:

| Content type | Suggested mix |
| --- | --- |
| Organic or owned | 50–60% |
| Partner content | 20–30% |
| Paid or programmatic | 10–20% |

## Set the content priority

1. Click **Next** to open **Set up the content priority**. The table lists your posts in the order they play.
2. Drag rows to reorder the posts.
3. Edit each row's **Video Description**, shown with the post.
4. Add links under **Linkout** with **Add link**, and select **Add Button** to show a call-to-action button.
5. Enter a **Pixel URL** and **GTM Tracking** for that post alone.
6. Select **In Stream Ads** to add an ad: choose **Genuin Demand Source**, or **Own Demand Source** with a **VAST Tag**, then choose **Pre Roll**, **Mid Roll**, or **End Roll**.

**Play House Ad as fallback** fills the slot with your house ad when the tag returns nothing. Learn more about [house ads](https://begenuin.com/developers/browse-by-products/control/how-do-i-mark-and-manage-house-ads-in-the-business-account). A **Pin** option fixes the partnered post at the top of the feed.

You can add up to 4 links to each post. If a post already has a description or links, they appear prefilled, and you can update them.

## Review and send

The **Review and Send Paid Partnership** page shows every term in one place: details, posts, tracking, earnings, payment, and targeting.

1. Review the terms.
2. Click **Download PDF** to save the proposal as a document for the partner's records.
3. Click **Send Proposal**.

The partnership moves to **Proposal Sent**, and Genuin emails the partner. To hold it instead, save it as a draft and pick it up later from the list.

The partner's email includes the proposal details, with the PDF attached.

The page has no schedule option. Advertisers can't schedule a paid partnership, because it runs on the publisher's site.

The draft is saved once you move past the configuration step. If you leave during that step, the values you entered are reset.

## What the partner does

The proposal appears for the partner under **Monetize** > **Paid Partnership** as **Proposal Received**. It can:

- **Accept Proposal.** It picks the placements, embeds, and environment (Desktop Web, Mobile Web, iOS, Android, or all) that carry the posts, and clicks **Done**. The partnership becomes **Scheduled to go live** and turns **Live** on the start date.
- **Reject.** The partnership shows **Rejected** on your side.
- **Rectify Terms.** It sends back a changed proposal. You see **Rectification Received** and can accept or reject it. Learn more in [Rectify the terms of a paid partnership proposal](https://begenuin.com/developers/browse-by-products/monetize/sponsorship-proposal-rectification).

A proposal goes live only through **Accept Proposal**, either directly or after a rectification.

Once live, the posts serve in the partner's chosen placements and embeds until the end date or the budget runs out, whichever comes first. The partnership then shows **Finished** if the budget ran out, or **Expired** if the end date passed first.

Your videos carry a sponsored tag in the partner's feeds.

Any targeting you set still limits where they show.

Partnered posts follow the partner's preset: its In-Feed **Start Slot** and **Repeat Frequency**. They play in your content priority order, and the sequence repeats after the last post.

When several paid partnerships are live on one placement or embed, a takeover shows first if the preset's **Partnered Takeover** toggle is on. Within the same type, the higher CPM shows first.

The next paid partnership shows once the current one is paused, runs out of budget, or expires.

The partner's placements are configured in its placement builder, where it sets the feed type, layout, environment, and size. Learn more in [Build a placement with styles, sections, and variables](https://begenuin.com/developers/browse-by-products/onsite/how-a-brand-can-get-started-with-placements-in-business-account).

![The placement builder's Configure View for Homepage Demo, with Feed Type set to Brand Feed, a Carousel layout, the Web environment, an 800 by 500 Placement Size, and Adaptive Video Display on.](https://cdn.sanity.io/images/lnrtvsvr/development/57e8fd1aa390c81bfef567579ebcad62af93abea-1861x911.jpg)
*The partner sets feed type, layout, brand, environment, and size in Configure View.*

![The placement builder's Expand View, with Show Engagement Icons and Enable Report switched on, Enable Redirection off, report reasons checked, and the Update & Generate Placement Code button.](https://cdn.sanity.io/images/lnrtvsvr/development/63f65908f4f1770b054e82946e5b4d22b720c8b8-1861x916.jpg)
*Expand View sets which engagement icons, redirection, and report options viewers get.*

## Manage a partnership after sending

Each card in the list shows the status, impressions, users, and spend so far, plus the type, period, partner, CPM, and budget. The card's menu changes with the status.

| Status | Menu |
| --- | --- |
| Draft | Edit Draft, Delete Draft, Copy Paid Partnership ID |
| Proposal Sent | Edit Paid Partnership, Copy to Draft, Copy Paid Partnership ID, View Proposal, Delete Paid Partnership |
| Rectification Received | View Proposal, Copy Paid Partnership ID |
| Rectification Sent | View Proposal |
| Scheduled to go live | Edit Paid Partnership, Delete Paid Partnership, Copy Paid Partnership ID |
| Live | Edit Paid Partnership, Copy to Draft, Pause Paid Partnership, Copy Paid Partnership ID |
| Paused | Edit Paid Partnership, Resume Paid Partnership, Copy Paid Partnership ID |
| Expired | Edit Paid Partnership, Copy Paid Partnership ID |
| Finished | Edit Paid Partnership, Resume Paid Partnership, Copy Paid Partnership ID |
| Rejected | Edit Paid Partnership, Copy to Draft, Copy Paid Partnership ID |

**Copy to Draft** duplicates a partnership into a new draft, which is the fastest way to run the same terms again. While a partnership is live, some fields are locked, including targeting and the partner. Change the dates on an expired partnership before you try to reactivate it.

## Track distribution results

Review supply-side reporting weekly, and share the results with each partner, because transparent reporting keeps partnerships going. Track these measures:

- Revenue by partner property, with a revenue breakdown and payout summary for each partner.
- Impression share and incremental reach.
- Completion rate by category, and category alignment.
- CPM by format.
- Extended O&O contribution.

Healthy distribution shows high contextual alignment, strong completion rates, and incremental impressions rather than cannibalized ones. It also shows clear payout reconciliation and a balanced content cadence.

Programmatic delivery appears in the ad server dashboard under **Monetize** > **Programmatic**. For a partnership's own results, see [Showcase ROI and attribution for subscriptions](https://begenuin.com/developers/browse-by-products/network/how-can-i-showcase-roi-and-attribution-for-those-subscriptions).

![The Programmatic ad server dashboard, with a Revenue chart, a Performance chart set to Supply that plots impressions, inventory, and inventory requests, and the Top Ad Sources and Top OS panels.](https://cdn.sanity.io/images/lnrtvsvr/development/f2b8aedc35f3f0d5d51660733b67b8edf44082aa-1872x910.jpg)
*The Performance chart's Supply view plots impressions against inventory and requests.*

## Limitations

- **One partner per partnership.** Distributing to three partners means three proposals.
- **The partner chooses the surfaces.** You don't pick its placements, embeds, or environment.
- **One payout type.** Publisher Direct Payout is the only payout type you can select.
- **Targeting is fixed once live.** Pause the partnership and copy it to a draft to change targeting.
- **OR-only matching within a dimension.** Keyword and key-value values match with OR.
- **Limits.** Titles are up to 50 characters. Partnerships carry up to 20 posts by default. CPM runs from 10 USD to 1,000 USD, and the budget from 10 USD to 1,000,000 USD. Periods are at least 24 hours, frequency caps 1 to 20 views per user, and keywords 2 to 100 characters.

## See also

- [Content Distribution (Outbound)](https://begenuin.com/developers/browse-by-products/network/content-distribution-outbound)
- [Create and send paid partnership proposals to network brands](https://begenuin.com/developers/browse-by-products/network/partners/how-do-i-create-and-send-sponsorship-proposals-to-network-brands)
- [Target a paid partnership proposal by URL, keyword, or location](https://begenuin.com/developers/browse-by-products/monetize/sponsorship-proposal-targeting)
- [Rectify the terms of a paid partnership proposal](https://begenuin.com/developers/browse-by-products/monetize/sponsorship-proposal-rectification)
- [Private member access for communities and groups](https://begenuin.com/developers/browse-by-products/monetize/what-are-the-advantages-of-offering-private-member-access-for-communities-and-groups)