Generative Commerce Routing
Intent your catalog can't serve is routed to large retail assistants and marketplaces under your agreement, so the viewer completes the purchase and you earn a referral share.
Generative commerce routing covers the moments your own catalog doesn't. When a viewer wants something you don't sell, Supervised Intelligence routes that intent to a large retail assistant or marketplace. The viewer still completes the purchase, and you still earn an affiliate or referral share.
Octo, Genuin's Supervised Intelligence interface in Brand Control Center (BCC), proposes this capability when it finds a fit on your sites and apps. It completes the steps under Set it up from your brand context. Nothing goes live until you approve it. It's part of Supervised Intelligence, and Dynamic in-video linkouts and affiliate commerce explains how linkouts resolve and where routing takes over.
When to use it
Use it if you run a retail or commerce media network, a media brand, or a brand whose products sell elsewhere. Routing turns product intent in your videos into revenue even when you don't run the checkout. On a retail media network, it catches the intent your own catalog can't serve.
| Your situation | What routing does |
|---|---|
| Media brand without a catalog | Sends product intent from your videos to the retail destinations you allow |
| Brand whose products sell through retailers | Sends viewers to where your products are sold |
| Retail media network, or any catalog that covers part of the demand | Handles only the intent your catalog can't serve; your checkout keeps the rest |
How it works
- Supervised Intelligence resolves every tagged moment at serve time, as Resolve describes. Routing is the outcome when no catalog you allow can serve the intent.
- Supervised Intelligence routes only to the destinations you allow: large retail assistants and marketplaces.
- A fallback order sets which outcome Supervised Intelligence tries first. For linkouts, it runs across your checkout, partner catalogs, and affiliate networks, as Affiliate Commerce covers.
- Your agreement governs the referral terms, and money never moves on a change you didn't approve.
- Routed intents and their completions are attributed through Attribution: closed-loop commerce and conversion forecasts, then reported with the referral revenue they earned.
- Supervised Intelligence orchestration and generative commerce come with the Commerce Media and Retail Media models in Network models in depth.
Set it up
Octo proposes routing with these steps already done. You review the result and confirm it.
- Enable routing under Monetize > Commerce. Learn how that screen works in Dynamic in-video linkouts and affiliate commerce.
- Choose the allowed destinations.
- Set the referral terms in your agreement. Learn how in Choose your monetization agreement.
Settings
| Setting | What it controls |
|---|---|
| Destinations | The retail assistants and marketplaces Supervised Intelligence can route to |
| Categories | Which product categories can be routed |
| Fallback order | The order Supervised Intelligence tries outcomes in when your catalog can't serve the intent |
Change destinations, categories, and fallback order under Monetize > Commerce. Referral terms live in your agreement.
What it reports
Routed intents are attributed like any other outcome, so they appear in Reports > Attribution. Attribution: closed-loop commerce and conversion forecasts explains how each outcome is credited.
- Routed intents: the viewer intents Supervised Intelligence sent to an outside destination.
- Completions: the routed intents that ended in a purchase.
- Referral revenue: the share you earned on completed purchases.
Build on it
Routing runs in Brand Control Center and needs no code. Go live with monetization in your feeds, apps, and partner pages covers the monetization surfaces your developers add today: your feeds, IAB Standard Size Experiences in your apps, and your posts on partner pages.
The routing and linkout calls in the Business Account API are proposed, not live. Live API today and the Business Account API roadmap maps what you can call now to what's planned.
