Genuin expands video ecosystem with Better Collective and Ivee partnerships

Genuin added Better Collective and Ivee to its video infrastructure network, extending its reach into sports media and ride-sharing environments. The deals give brands new high-attention placements while letting the partners keep control of inventory, placement and audience experience.

Why it matters: - Genuin is pushing its video infrastructure into two new high-attention settings: sports content and transit. - The partnerships expand where publishers and advertisers can reach audiences without sending traffic to third-party platforms. - Better Collective and Ivee gain new ways to monetize attention, while Genuin broadens its ecosystem reach.

What happened: - Genuin announced new partnerships with Better Collective and Ivee on Aug. 12, 2026. - Better Collective is adding Genuin's video infrastructure to its owned and operated properties. - Ivee is bringing Genuin's premium content and advertising partners into its passenger infotainment network. - Genuin said the additions extend its content and advertising ecosystem into sports media and ride sharing.

The details: - Genuin said its network now powers video experiences across more than 7,500 sites and apps. - The company said the network reaches 500 million page loads and 2 billion ad avails per month. - Ivee said the partnership will give brands access to 100 million monthly minutes of high-attention transit time across 15 U.S. cities. - Ivee's network already works alongside partners such as TikTok. - Ivee reaches passengers across ridehail services, taxis and the top three U.S. airlines through Ivee Inside, Ivee Ads and Ivee Intelligence. - Better Collective's House of Brands reaches more than 450 million visits per month. - Better Collective said the integration will create a more engaging sports video experience inside its own environment. - Better Collective said the setup keeps audience attention on its properties instead of routing users to a third-party platform. - Better Collective said the partnership enables configurable video placements and formats tailored by page, sport and audience. - Advertisers gain access to a high-intent sports audience. - Better Collective retains full control over inventory, placement and margin.

Between the lines: - The deals show Genuin leaning into environments where viewers are already active, attentive and harder to reach through standard digital feeds. - Better Collective's move suggests sports publishers want more direct control over monetization and user experience as video becomes more central to engagement. - Ivee's pitch positions transit time as premium ad inventory because passengers are a captive audience with measurable attention. - Both partners are using Genuin to add video without giving up control of their own media surfaces.

What's next: - Genuin said the partnerships will help its entertainment, commerce and advertising partners extend beyond traditional digital channels. - Better Collective is starting the integration on its owned and operated properties. - Ivee will continue using Genuin to expand premium content and ad delivery inside its passenger network. - Genuin says the broader network will keep growing across publisher, retail media, entertainment and mobility environments.

The bottom line: - Genuin is betting that video infrastructure wins when it sits inside premium, high-intent environments rather than outside them.