# **How Commerce Media Brands Add Endemic and Invite Non‑Endemic Brands into Their Network**

Use this guide if you are a **commerce media brand** operating a brand‑owned media network and want to monetize your web and app experiences by onboarding both **endemic** and **non‑endemic** advertisers - without sacrificing control, brand safety, or data ownership.

In a **Commerce Media Network**, brands are not just advertisers; they are participants in an owned ecosystem where content, commerce, and community intersect. Using **your Business Account**, commerce media brands can add endemic partners directly, invite non‑endemic advertisers strategically, and govern how every brand appears across the network.

This matters because sustainable commerce media growth depends on **relevance, governance, and trust**, not uncontrolled ad inventory.

## **Benefits:**

Adding both endemic and non‑endemic brands in a structured way allows commerce media brands to:

- Monetize high‑intent traffic inside owned web and app properties
- Drive conversion‑focused outcomes with endemic advertisers
- Unlock incremental revenue from brand‑adjacent, non‑endemic partners
- Retain first‑party data and advertiser relationships
- Control placements, formats, pricing, and pacing centrally

With Genuin, commerce media brands retain full ownership of:

- Inventory and placements
- First‑party audience data
- Brand and advertiser relationships
- Campaign governance and measurement

## **Endemic vs. Non‑Endemic Brands:**

**Endemic Brands**

Endemic brands sell products or services directly aligned with the commerce catalog and customer intent.

**Examples**

- Marketplace > Seller and vendor brands
- D2C platform > Product partners
- Vertical commerce app > Category‑specific brands

Endemic advertising is typically **conversion‑driven and contextual**.

**Non‑Endemic Brands**

Non‑endemic brands do not sell directly on the platform but align with user intent, lifecycle moments, or adjacent needs.

**Examples**

- Fintech, payments, and insurance providers
- Travel or lifestyle brands advertising on commerce platforms
- Subscription or service brands targeting retail audiences

Non‑endemic advertising is usually **awareness and demand‑generation focused**.

## **Step‑by‑Step: Adding Brands to a Commerce Media Network**

### **Step 1: Access Business Account**

Navigate to: **Business Account > Build**

This is the foundation for managing all brands, advertisers, and access across the commerce media network.

![Step 1](https://cdn.sanity.io/images/lnrtvsvr/development/456ec83609f2f8a9205f9f5ac10f159de108a1e7-1600x777.png)

### **Step 2: Add an Endemic Brand**

Select **Add Brand > Endemic Brand** and configure:

- Brand name and logo
- Category and catalog alignment
- Creative and messaging guidelines
- Approved placements (PDP, discovery, feed, commerce modules)

Endemic brands are commonly:

- Existing sellers or vendors
- Strategic brand partners
- Marketplace participants
  ![Step 2](https://cdn.sanity.io/images/lnrtvsvr/development/86a6890a8abb0df009082bb0aa88ca8867fa7a75-1600x788.png)

### **Step 3: Define Governance and Restrictions**

Commerce media brands can strictly control how endemic brands appear.

Configure rules for:

- Where content can appear (for example, PDP vs discovery only)
- Frequency and exposure limits
- Campaign timing and duration
- Messaging and compliance requirements

This ensures monetization enhances, not disrupts - the shopping experience.

![Step 3](https://cdn.sanity.io/images/lnrtvsvr/development/8ce58fd3cdec3aacf1e5d0b83e39554e67dc7f5f-1600x782.png)

### **Step 4: Assign Inventory and Placements**

Define where endemic brand content is eligible to appear:

- Product Detail Pages (PDP)
- Category and discovery feeds
- In‑feed video and short‑form placements
- Shoppable video and commerce modules

This keeps advertising contextual, relevant, and performance‑driven.

![](https://cdn.sanity.io/images/lnrtvsvr/development/dbd29df93708953b2bde20dedab502145cbf9d7f-1600x778.png)

### **Step 5: Invite Non‑Endemic Brands**

Invite non‑endemic advertisers with controlled access.

Non‑endemic brands can:

- Upload video creatives or use Auto Create
- Sponsor community or thematic content
- Launch awareness‑focused video experiences

All content:

- Passes AI‑powered moderation
- Requires editorial approval
- Follows commerce brand guidelines

### **Step 6: Activate Content and Commerce Experiences**

Once approved, commerce media brands can enable:

- Sponsored video content
- Shoppable or action‑oriented formats (where applicable)
- Creator or UGC‑led storytelling

All content flows through: **Curate > Activity**

Ensuring transparency, review, and auditability.

![](https://cdn.sanity.io/images/lnrtvsvr/development/ec473ad042a5144c98c2ba475d10e0aae8f862bc-1600x777.png)

### **Step 7: Launch Sponsored Placements**

Common commerce media placements include:

- Discovery page video carousels
- Sponsored community feeds
- App home feed video slots
- Seasonal or campaign‑based modules

Commerce media brands decide exactly **when, where, and how** each advertiser appears.

![](https://cdn.sanity.io/images/lnrtvsvr/development/e89d3d87bb21fadd8517bf21037a7b9ac6e581ab-720x1600.png)

## **Real‑World Commerce Media Scenarios**

**Product Pages (Endemic)**

- Seller brand runs shoppable product videos
- Complementary brand promotes add‑ons or bundles

**Discovery & Feed (Non‑Endemic)**

- Fintech brand sponsors checkout‑related content
- Lifestyle brand runs awareness video campaigns

**Hybrid Experiences**

- Endemic brands drive conversions
- Non‑endemic brands build recall and engagement

## **Governance, Brand Safety, and Control**

Across both brand types, it ensures:

- AI‑powered content moderation
- Manual editorial approval workflows
- Role‑based access for advertisers
- Full audit logs and reporting

Commerce media brands always control:

- Advertiser eligibility
- Placement access
- Campaign rules and limits

## **AI and Human Oversight**

Genuin’s **Adaptive Intelligence** accelerates onboarding, moderation, and optimization, but **final authority always remains with the commerce media brand**. Human review, configurable rules, and transparent logs ensure AI scales operations without compromising trust or safety.

## **Related Links**

- [What Is a Commerce Media Network?](https://begenuin.com/developers/get-started/core-concepts/what-is-a-commerce-media-network)
- [How Can Commerce Media Networks Take Back Control of Their Advertising and Data?](https://begenuin.com/developers/get-started/core-concepts/how-can-commerce-media-networks-take-back-control-of-their-advertising-and-data)
- [How Can Commerce Media Networks Use Social Experiences to Drive Engagement and Revenue?](https://begenuin.com/developers/get-started/core-concepts/how-can-commerce-media-networks-use-communities-to-drive-engagement-and-revenue)