# Network: what it does and where to start

Genuin is a network of networks, and Network is how your video moves across it: your content into partner placements, partner content into yours, and your brand as a destination on partner properties through Extended O&O. Publishers host Extended O&O destinations; brands, retailers, and publishers' own media brands run them.

Two terms run through this page. **Your network** is the sites and apps you own and operate. **The Genuin network** is the 7K+ apps and sites that every network on Genuin adds up to. Content moves in both directions, and only where both sides' brand safety profiles allow it. Revenue splits are agreed when a partnership starts and then apply on their own.

Your model decides which of these you switch on: Owned, Extended O&O, Commerce, or Retail. Commerce and Retail are separate models, even though people often use retail media and commerce media interchangeably. Commerce turns your audience and first-party data into shoppable impressions. Retail prices every impression to margin, with your own ad server, blocklists, and attribution as the system of record.

You don't set up each partnership from scratch. [Octo](https://begenuin.com/developers/get-started/any-business/octo-operates-your-brand-control-center-octo-proposes-you-approve), Genuin's Supervised Intelligence interface in Brand Control Center (BCC), proposes it with the setup already done. For example, it proposes your first feeds from the keywords and categories with the most content, and where each can run on the Genuin network, with both sides' brand safety profiles applied. Nothing goes live until you approve it. Read [Network models in depth](https://begenuin.com/developers/get-started/any-business/network-models-in-depth-owned-extended-o-o-commerce-media-retail-media) first to see what each model switches on.

![Diagram: how Network works. The Genuin network is the 7K+ apps and sites that every network on Genuin adds up to, a network of networks. Inside it sits your network, the sites and apps you own and operate, alongside partner networks. Content moves three ways: your content into partner placements (Content Distribution, outbound); partner content into your placements (Partner Content Acceptance, inbound); and your brand as a destination on partner properties (Extended O&O). Content moves only where both sides’ brand safety profiles allow it. Below the network: your model decides which of these you switch on: Owned, Extended O&O, Commerce, or Retail. Revenue splits are agreed when a partnership starts, then apply on their own. Underneath: Octo, Genuin’s Supervised Intelligence interface in BCC, proposes your first feeds from the keywords and categories with the most content, and where each can run on the Genuin network, with both sides’ brand safety profiles applied; nothing goes live until you approve it.](https://cdn.sanity.io/images/lnrtvsvr/development/8a2f30f5fa4ef88157cf47bf9df005717437a4b3-720x598.svg)
*Your network is one of the networks that make up the Genuin network; content moves both ways, and your brand can run as a destination on partner properties.*

## Get started

1. [Choose your network model](https://begenuin.com/developers/get-started/any-business/choose-network-model). Owned, Extended O&O, Commerce, or Retail decides which settings and reports you see. [What a media network is on Genuin](https://begenuin.com/developers/get-started/any-business/what-is-a-media-network) explains how your placements, content, and demand fit together, if you want that first.
2. [Distribute your feeds across 7K+ apps and sites](https://begenuin.com/developers/get-started/any-business/distribute-feeds-network). Put the feeds you control into the Genuin network.

## Choose how content moves

| Capability | What it does | Where it fits |
| --- | --- | --- |
| [Network Directory Listing](https://begenuin.com/developers/browse-by-products/network/network-directory-listing) | Shows your network, groups, and brand safety profile to partners across the Genuin network | Any network that wants inbound partners or distribution |
| [Content Distribution (Outbound)](https://begenuin.com/developers/browse-by-products/network/content-distribution-outbound) | Places your groups into partner placements where context matches | Reach without buying media, from day one |
| [Partner Content Acceptance (Inbound)](https://begenuin.com/developers/browse-by-products/network/partner-content-acceptance-inbound) | Lets brands you trust place content into named groups under your rules | New networks with thin libraries, and retailers with endemic brands |
| [Extended O&O Destinations](https://begenuin.com/developers/browse-by-products/network/extended-o-o-destinations) | Takes your brand to audiences on partner properties, with every impression addressable, attributable, and reported with its margin; Genuin runs it as a managed service | Brands, retailers, and publishers' media brands running a destination on partner properties, and the publishers who host it |

- [Network distribution: place your content in partner inventory](https://begenuin.com/developers/get-started/any-business/network-distribution-place-your-content-in-partner-inventory): how [Maya](https://begenuin.com/developers/browse-by-products/supervised-intelligence/supervised-intelligence-what-it-does-and-where-to-start#maya-genuin-s-orchestrator) matches your content to partner context.

## Work with partners

- [Brand Partner Invitations and Permissions](https://begenuin.com/developers/browse-by-products/network/brand-partner-invitations-and-permissions): invite brands and agencies, and choose exactly what each can do.
- [Partner Revenue Splits](https://begenuin.com/developers/browse-by-products/network/partner-revenue-splits): splits both sides accept, applied to distributed and inbound views.
- [Accept partner content into your ecosystem](https://begenuin.com/developers/get-started/any-business/accept-partner-content-into-your-ecosystem): the rules, review, and pausing for inbound content.
- [Extended O&O: how managed syndication works end to end](https://begenuin.com/developers/get-started/any-business/extended-o-o-how-managed-syndication-works-end-to-end): what Genuin runs for you, and what you get: impressions you can address and attribute, with the margin each one earns.
  ![Diagram: Extended O&O has two sides. On one side are those who run a destination: brands, retailers, and publishers’ own media brands. On the other side are the publishers who host destinations, on their properties. In the middle is the Extended O&O destination: a brand on partner properties, which Genuin runs as a managed service. Whoever runs a destination gets every impression addressable, attributable, and reported with its margin.](https://cdn.sanity.io/images/lnrtvsvr/development/da47fe613f7c3bc5c2e1e76578d2319de7bbdf8a-720x317.svg)
  *Publishers host Extended O&O destinations; brands, retailers, and publishers’ own media brands run them.*

## Measure distribution

- [Network Reporting](https://begenuin.com/developers/browse-by-products/network/network-reporting): views, watch time, and revenue by partner and placement, and which groups travel best.

## Build it

Distribution runs in BCC, so it needs no code on your side. The live server API creates the structure that content moves through: [communities](https://begenuin.com/developers/developer-resources/api/create-a-community-programmatically-using-community-api), [groups](https://begenuin.com/developers/developer-resources/api/create-a-group-programmatically-within-community-using-create-group-api), and [members](https://begenuin.com/developers/developer-resources/api/add-members-to-a-community-programmatically-api). [Make your first API request](https://begenuin.com/developers/developer-resources/guides/make-your-first-api-request) takes you from credentials to a posted video.

The partnership and distribution calls in the [Business Account API](https://begenuin.com/developers/get-started/any-business/business-account-api-provisioning-oauth-and-the-resource-map) are proposed, not live. [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 you can call now to what's planned.

## Questions people ask

- [What exactly is a media network on Genuin, and do I need one?](https://begenuin.com/developers/get-started/any-business/founders-business-owners-questions-and-answers#what-exactly-is-a-media-network-on-genuin-and-do-i-need-one) Asked by founders and business owners.
- [Which network model should I pick: Owned, Extended O&O, Commerce, or Retail?](https://begenuin.com/developers/get-started/any-business/founders-business-owners-questions-and-answers#which-network-model-should-i-pick-owned-extended-o-o-commerce-or-retail) Asked by founders and business owners.
- [How do I become an Extended O&O destination or distribute content into other networks?](https://begenuin.com/developers/get-started/any-business/agencies-partners-resellers-questions-and-answers#how-do-i-become-an-extended-o-o-destination-or-distribute-content-into-other-networks) Asked by agencies and partners.