How Retailers Can Add Endemic and Non-Endemic Brands to Their Retail Media Network
Overview:
This guide is for retailers, retail media operators, monetization teams, and commerce leaders looking to expand revenue inside their owned web and app properties, without handing control to external ad platforms.
Use this guide when you want to:
- Monetize high-intent shopper traffic on your own digital surfaces
- Onboard both seller brands and brand-adjacent advertisers
- Expand Retail Media Network revenue without compromising the shopping experience
- Maintain first-party ownership of inventory, data, and relationships
Sustainable Retail Media Networks are not built on volume alone. They are built on relevance, control, and trust.
Supporting both endemic and non-endemic brands allows retailers to unlock incremental revenue while keeping ads contextual, brand-safe, and aligned with shopper intent. With Brand Control Center, retailers can govern both brand types inside a single, first-party ecosystem, without relying on walled-garden platforms.
Why Supporting Both Brand Types Drives Retail Media Network Growth
By enabling endemic and non-endemic brands through a structured Retail Media Network, retailers can:
- Unlock revenue beyond traditional display advertising
- Convert high-intent traffic with category-relevant endemic brands
- Capture incremental demand from complementary, non-endemic advertisers
- Monetize inside owned properties instead of pushing spend offsite
- Support flexible partnership models (direct, invited, or curated)
With Genuin, retailers always retain ownership of:
- Inventory and placements
- First-party shopper data
- Advertiser relationships
- Pricing, pacing, and campaign rules
Endemic vs. Non-Endemic Brands: Quick Context
Endemic Brands
Brands that sell products directly relevant to the retailer’s catalog.
Examples
- Electronics retailer > smartphone and accessories brands
- Fashion marketplace > apparel and footwear brands
- Grocery platform > FMCG and packaged food brands
Endemic brands typically include:
- Marketplace sellers
- Direct retail suppliers
- Existing commercial partners
Non-Endemic Brands
Brands that do not sell on the platform but align with shopper intent and context.
Examples
- Insurance or warranty providers
- Automotive brands advertising on mobility platforms
- Fintech, travel, or lifestyle brands targeting retail audiences
Genuin supports both brand types natively within the same Retail Media Network operating model.
Step-by-Step: Adding Endemic Brands to a Retail Media Network
Step 1: Access Brand Control Center
Navigate to:Brand Control Center > Build
This is where retailers manage all brands participating in the Retail Media Network.
Step 2: Add an Endemic Brand
Select Add Brand > Endemic Brand and configure:
- Brand name and logo
- Category alignment (e.g., Electronics, Beauty, Grocery)
- Brand guidelines and creative rules
- Allowed placements (PDP, Discovery, App Feed)
Endemic brands are typically:
- Existing sellers
- Marketplace partners
- Direct retail suppliers
Step 3: Define Governance and Restrictions
Retailers control:
- Where ads can appear (e.g., restrict PDP placements)
- Messaging tone and creative formats
- Frequency and exposure limits
- Campaign duration
This ensures endemic ads enhance, rather than disrupt - the shopping journey.
Step 4: Assign Inventory and Placements
Define where endemic brands can appear:
- Product Detail Pages (PDPs)
- Category and discovery feeds
- In-feed video placements
- Shoppable video modules
Placements remain contextual and conversion-driven.
Step 5: Enable Campaign and Content Access
Endemic brands can:
- Upload or auto-create video creatives
- Run sponsored community content
- Activate shoppable media
All content:
- Passes AI moderation
- Requires editorial approval
- Follows retailer-defined brand guidelines
Step 6: Activate Content and Commerce
Enable:
- Shoppable videos
- Sponsored product reviews
- Creator or UGC-driven content
All content flows through: Curate > Activity
Step 7: Activate Sponsored Experiences
Common non-endemic placements include:
- Discovery page video carousels
- Sponsored community feeds
- App home feed video slots
- Seasonal or event-based campaigns
Inviting Non-Endemic Brands into the Retail Media Network
Non-endemic brands are typically invited or curated rather than onboarded as sellers.
Common Non-Endemic Placements
- Discovery page video carousels
- Sponsored community feeds
- App home feed video slots
- Seasonal or event-based campaigns
These experiences focus on awareness, consideration, and engagement, not direct SKU conversion.
Real-World Retail Media Network Examples
Product Detail Page (Endemic)
- Smartphone brand runs shoppable review videos
- Accessories brand promotes add-ons below the PDP
Discovery Page (Non-Endemic)
- Insurance brand sponsors “Smart Ownership” video content
- Fintech brand runs awareness-focused campaigns
App Feed (Hybrid)
- Endemic brand drives direct conversions
- Non-endemic brand builds recall and engagement
Governance, Control, and Brand Safety
Across both brand types, Genuin enforces:
- AI-powered content moderation
- Manual editorial approval workflows
- Role-based advertiser access
- Full audit logs and reporting
Retailers always decide:
- Who can advertise
- Where content appears
- How campaigns are run
This is first-party monetization with enterprise-grade control.
Specs and Limitations
- Role-based permissions apply across all advertisers
- Placement access varies by brand type
- Some monetization features depend on contract
- All content must pass moderation before going live
Key Takeaways
- Retail Media Networks grow faster when they support both endemic and non-endemic brands
- Endemic brands drive conversion; non-endemic brands unlock incremental revenue
- Governance and relevance protect the shopping experience
- Genuin enables scalable monetization without losing control
