Network models in depth: Owned, Extended O&O, Commerce Media, Retail Media
The four network models are the same system with more demand sources and more data switched on at each level; you can move up a level at any time without rebuilding anything. Reading time about 6 minutes.
What each model adds
| Capability | Owned | Extended O&O | Commerce Media | Retail Media |
|---|---|---|---|---|
| Onsite placements on your properties | Yes | Yes | Yes | Yes |
| Distribution into the Genuin network | Yes | Yes | Yes | Yes |
| Genuin-sold revenue share | Yes | Yes | Yes | Yes |
| Your brand as a destination across partner inventory, operated by Genuin | – | Yes | Yes | Yes |
| Paid Partner Posts and Takeovers sold to your brand partners | – | Yes | Yes | Yes |
| Ad server (Genuin or partner) | – | Yes | Yes | Yes |
| Shoppable player, in-video linkouts, catalog sync | – | – | Yes | Yes |
| ID graph and first-party audience segments | – | – | Yes | Yes |
| Octo orchestration and generative commerce | – | – | Yes | Yes |
| Closed-loop attribution and margin reporting | – | – | Partial | Yes |
| Partner ad server as system of record, blocklists, AdCP listing | – | – | – | Yes |
How to think about the choice
Owned is about engagement on your properties and a revenue share you did not have before. Extended O&O is about reach: Genuin runs your brand as a destination on partner inventory (the model behind flagship destinations such as iHeartVIP) and operates distribution, ad ops, and partner sales as a managed service, so your team rarely needs to log into BCC. Commerce Media is about turning an audience plus first-party data into shoppable impressions. Retail Media is about pricing every impression to margin, with the retailer's ad server, blocklists, and attribution as the system of record.
What never changes between models
The Hierarchical Grid (see The Hierarchical Grid: one spine for inventory, layout, and reporting), the brand community structure (see Brand communities and groups: structure content for relevance), the SDK (see Web SDK: install and configure), and the reports. Upgrading a model adds columns to reports; it never resets them.
How it runs
What this article describes is built from your brand context and the crawl, shown rendered, and applied on your confirmation; later changes arrive as proposals in the same shape.
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-enabled 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), 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), and Live API today and the Business Account API roadmap maps what is live to what is proposed.
| Call | Purpose |
|---|---|
| GET /brands/{brandId}/network | Network model (Owned, Extended, Commerce, Retail), listing state, and what it switches on |
| PUT /brands/{brandId}/network | Choose or change the network model |
| POST /brands/{brandId}/destinations | Create an Extended O&O or Generative Destination on a Genuin domain |
// proposed server SDK (Business Account API)
import { Genuin } from '@genuin/sdk';
const genuin = new Genuin({ apiKey: process.env.GENUIN_KEY });
await genuin.network.get(brandId);
await genuin.network.update(brandId, { model: 'commerce' });
await genuin.destinations.create(brandId, { kind: 'generative', domain });Live today: Add a Genuin placement to your website · Embed the Genuin Web SDK on your website · Deliver contextual feeds with page, user, and location context.
SDKs: Web SDK 2.0.6 (see Embed the Genuin Web SDK on your website), iOS SDK 2.1.5 (see Integrate the Genuin iOS SDK), Android SDK 2.1.5 (see Integrate the Genuin Android SDK), React Native 3.0.3 (see Integrate the Genuin SDK with React Native apps), and Flutter (see Integrate the Genuin SDK with Flutter apps) 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.
