Primis
Primis is a video discovery and monetization platform that enables digital publishers to increase revenue through contextual video recommendations and programmatic advertising, serving 200+ publishers across news, sports, gaming, and music as a subsidiary of IPG/Universal McCann.
- Company typePrivate
- Founded2012
- HeadquartersTel Aviv, Israel
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Primis does
Primis is a video discovery and monetization platform that enables digital publishers to increase revenue through contextual video recommendations and programmatic advertising. The company operates a unified platform built around four core components: a lightweight, customizable video player supporting standard, float, in-read, slider, and in-unit modes; an AI-powered Discovery Engine that scores videos in real time using historical engagement data and contextual relevance; a programmatic Monetization Engine leveraging auction logic, SSP integrations, and adaptive floor pricing; and an Analytics suite accessible via publisher dashboard and Platform API. The platform generates 10.8B+ monthly video opportunities across 200+ publisher partners reaching 450M+ monthly unique users, with documented outcomes including 51% RPM increases (Ultimate Guitar), 240% video ad inventory growth (Gamer Network), and the ability to handle 700% traffic spikes during major cultural events (Genius Taylor Swift launches).
Primis is a wholly-owned subsidiary of IPG (Interpublic Group, NYSE: IPG), operating within the Universal McCann network, which provides access to global agency demand and brand relationships. The company is headquartered in Tel Aviv, Israel, employs 51-100 people, and serves enterprise and mid-market digital publishers across news, sports, music, gaming, and lifestyle/entertainment verticals globally. Its revenue model is primarily programmatic advertising through auction-based video ad placements, complemented by revenue share on video discovery services and Publisher Success professional services. The company previously operated as Sekindo before rebranding to Primis. Distribution is hybrid: direct enterprise sales to premium publishers, self-serve Publisher Console (console.primis.tech) for mid-market accounts, and programmatic/SSP channel integrations. Notable enterprise partnerships include Reach PLC, Savage Ventures, Tracker Network, Absolute Sports, Gamer Network, Genius, and Ultimate Guitar, often structured as multi-year exclusivity agreements.
Primis firmographics
Firmographics- Name
- Primis
- Legal name
- M.D. Primis Technologies Ltd.
- Website
- https://primis.tech
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Primis is a video discovery and monetization platform that enables digital publishers to increase revenue through contextual video recommendations and programmatic advertising, serving 200+ publishers across news, sports, gaming, and music as a subsidiary of IPG/Universal McCann.
- Ownership category
- akta.pro rank
Primis industry classification
Industry- Product category
- Video Advertising Technology
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162), Broadcasting and Content Providers (516)
- SIC
- Miscellaneous Publishing (2741)
- akta.pro primary industry
- Short-Form Video Discovery, Curation & Aggregation Platforms (MPACAHAG)
- akta.pro secondary industries
- Content Aggregation, Curation & RSS Platforms (BPAMAJAI), Topic/Interest-Based Content Discovery Apps (MPACAKAB), Content Syndication, Distribution & Rights Management Platforms (BPAMAJAN)
Keywords
Where Primis is headquartered
LocationHeadquarters
- HQ city
- Tel Aviv
- HQ country
- Israel
- HQ region
- Middle East
Offices1 record
Markets served
Primis business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Programmatic Video Advertising: Revenue generated through programmatic auctions for video ad placements. The platform uses auction logic and a robust marketplace to create valuable ad placements, generating revenue from advertisers bidding on publisher inventory.
- Video Discovery Services: Platform fees or revenue share from enabling video discovery experiences for publishers, helping them monetize video inventory through contextual recommendations and engagement optimization.
- Publisher Success Services: Performance analysis, strategic guidance, and technical support from dedicated Publisher Success team to optimize yield and maximize revenue for publishers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom enterprise pricing based on publisher scale and needs |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
Primis product offering
Product offeringCore offering
Primis sells a video discovery and monetization platform that digital publishers embed into their sites to surface relevant video content and generate programmatic advertising revenue. The platform combines a customizable lightweight Video Player, an AI-powered Discovery Engine that scores videos in real time for personalization, and a programmatic Monetization Engine that auctions ad placements across SSPs and DSPs. Supporting modules include the Float Unit mobile format, a Publisher Dashboard, video library and playlist management, content and reporting APIs, and identity (UID2) integrations.
Product overview
Primis is a video discovery platform that helps publishers increase revenue by enabling users to discover high-quality video content. The platform operates as a unified platform-plus-modules architecture built around four core pillars: a customizable Video Player (supporting standard, float, in-read, slider, and in-unit modes), an AI-powered Discovery Engine (scoring videos in real time using historical engagement and contextual relevance for personalized playlists), a Monetization Engine (programmatic ad delivery via auction logic, SSP, and a robust marketplace), and an Analytics suite (reporting across media, ad server, content, syndication, and billing). Publishers access all features through a central Publisher Dashboard. The platform also offers a Content Upload API for editorial video integration, a Platform API for third-party reporting access, a Player API for web integration, and specialized modules including Playlists, Channels, Video Library, and Sellers.guide (a free ads.txt/sellers.json transparency tool). Primis is part of the IPG and Universal McCann network, serving over 450 million monthly unique users across 200+ publishers.
Differentiator
Problem solved
Functional benefit
Brands
- Sellers.guide: A free resource to shed light on the ad tech supply chain by comparing ads.txt files with sellers.json, launched in May 2021.
Products and services
- Video Discovery Platform Unified video discovery and monetization platform for digital publishers combining a customizable video player, AI-powered content discovery engine, programmatic monetization engine, and analytics suite into a single integrated offering that publishers embed to increase engagement and revenue.
- Video Player Lightweight, customizable video player with fast load times and fully customizable skins deployable across desktop, mobile web, mobile app, and AMP environments. Supports standard, float/sticky, in-read, slider, and in-unit modes and integrates with Google Ad Manager, VAST ad tags, and OpenRTB.
- Monetization Engine
- Float Unit Mobile Video Format Non-intrusive floating video ad format designed for mobile platforms, with configurable positioning (corners), offsets, and flow modes that deliver contextual video recommendations without disrupting the user experience.
- Publisher Dashboard
- Platform API
- Content Upload API
- Unified ID 2.0 (UID2) Identity Integration
- Sellers.guide
Quantifiable outcome
- 51% YoY RPM increase for Ultimate Guitar mobile integration
- +5 more outcomes
Companies that use Primis
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Primis technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability3 records
Feature12 records
Primis partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and secondary.
- Absolute SportscoreExclusive partnership with global digital media group behind Sportskeeda.com and other leading brands. 80M monthly users across 150+ countries. Full integration of Primis video player across all Absolute Sports websites.
- Savage VenturescoreExclusive partnership covering Savage Ventures media portfolio including Vice.com, ComicBook, PopCulture, and American Songwriter. Primis provides video discovery and monetization solutions across their entire network.
- VideoElephantcoreExpanded partnership making VideoElephant's library of 4M+ premium, rights-cleared videos from 1000+ creators available to Primis publishers. Combines VideoElephant's content library with Primis's contextual targeting for enhanced video recommendations and content discovery.
- Tracker Networkcore2-year exclusivity deal covering all video experience needs for Tracker Network's 300M+ gamers across tracker.gg and fortnitetracker.com. Expanded from 3+ year partnership.
- Gamer NetworkcorePartnership scaling video views across Gamer Network portfolio, achieving 240% boost in video ad inventory. Market leader in digital journalism and gaming content.
- American Songwritersecondary2-year exclusive contract with American Songwriter, established songwriting publication since 1984. Expanded video distribution and relevant video experience for music community.
- Reach PLCcorePartnership with UK's largest commercial news publishing group (70% UK online population reach, 120+ brands including Mirror, Express, Daily Record, Daily Star). Site-wide video strategy with multi-million revenue growth.
- GeniuscorePartnership for monetizing Taylor Swift album launches and music discovery. Handled 700% traffic spike, achieved +403% revenue increase, +309% traffic growth during major cultural events.
- Ultimate GuitarcorePartnership for mobile float player integration achieving 51% YoY RPM increase without compromising UX for guitar tablature platform.
- IAB Tech LabcoreThird-party certification body providing Open Measurement SDK integration validation for industry compliance standards.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
Primis competitors and assessment
Company assessmentDirect peers
- Outbrain: Direct competitor in publisher content discovery and video recommendations, with Amplify video platform overlapping Primis's discovery and monetization engine for news and lifestyle publishers globally.
- JW Player: Long-standing video player and monetization SaaS for publishers, with a content recommendation engine and programmatic ad layer overlapping Primis's player, discovery, and monetization offerings.
- Connatix: Video technology and monetization platform for publishers offering a video player, content marketplace, and header bidding — the closest functional analog to Primis's player-plus-discovery-plus-monetization stack, now part of the IronSource/Unity ecosystem.
- TripleLift: Programmatic native and video advertising exchange powering publisher inventory across formats including CTV. Overlaps Primis's programmatic auction and header bidding capabilities for video.
- Teads: Global video advertising platform offering outstream video formats and SSP services to premium publishers. Comparable to Primis in serving enterprise publisher video monetization and programmatic auction logic.
- Taboola: Public content discovery and native advertising platform serving publishers with recommendation widgets and video monetization. Directly comparable to Primis in audience-development, video player, and monetization mission, though Taboola operates at larger scale and breadth.
Emerging players
- SpringServe: Video ad serving and monetization platform focused on OTT/CTV, sharing Primis's header bidding and auction logic focus but specializing in long-form and connected-TV video rather than publisher web.
- Seedtag: Contextual AI-driven advertising platform for video and display. Comparable to Primis's contextual discovery engine, though Seedtag focuses primarily on brand-side contextual targeting versus publisher monetization.
- Nativo: Native advertising platform for publishers with video and content recommendation capabilities. Overlaps Primis's video player and content discovery modules for mid-market and enterprise publishers.
Broad incumbents
- FreeWheel (Comcast): Enterprise-grade video ad serving, monetization, and SSP owned by Comcast, serving premium broadcasters and large publishers. A broader incumbent in the same video monetization ecosystem as Primis, with significantly larger scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Primis social profiles
Digital presencePrimis compliance and trust
Trust signalCompliance11 records
Primis financial estimates
Financial estimateRevenue estimate
Valuation estimate
Primis leadership team
Management profileNumber of profiles
Profiles3 records
Primis funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Primis M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Primis
What does Primis do?
Primis sells a video discovery and monetization platform that digital publishers embed into their sites to surface relevant video content and generate programmatic advertising revenue. The platform combines a customizable lightweight Video Player, an AI-powered Discovery Engine that scores videos in real time for personalization, and a programmatic Monetization Engine that auctions ad placements across SSPs and DSPs. Supporting modules include the Float Unit mobile format, a Publisher Dashboard, video library and playlist management, content and reporting APIs, and identity (UID2) integrations.
Is Primis a public or private company?
Primis is a private company. It is classified as corporate owned and is currently operating.
When was Primis founded?
Primis was founded in 2012. It employs 51 to 100 people.
Where is Primis based?
Primis is headquartered in Tel Aviv, Israel, in the Middle East region.
How does Primis make money?
Three revenue lines are on record. Programmatic Video Advertising is the primary driver. The others are video Discovery Services and publisher Success Services.
Who are Primis's main competitors?
Direct peers on record are Outbrain, JW Player, Connatix, TripleLift, Teads and Taboola. Emerging players are SpringServe, Seedtag and Nativo. FreeWheel (Comcast) is listed as a broad incumbent.
Does Primis have an API?
Yes. Primis offers multiple APIs for publishers and partners: (1) Platform API — a reporting API over HTTPS returning JSON data (current version 2.19), supporting Media, Ad Server, Content, Syndication, and Billing report types; rate-limited to 150 reports/day and max 3 concurrent report generation processes; authentication via API username/code token renewed every 24 hours. (2) Player API — for activating player controls and dynamic parameters on the publisher side. (3) Content Upload API — for publishers to upload and manage their own video content, with endpoints for retrieving user videos. (4) OpenRTB S2S — supports OpenRTB 2.5 for server-to-server programmatic bid requests with configurable endpoints (US SC, US NY, EU, FR, IN, APAC), QPS limits, sync URLs, and targeting parameters; first-price auction applied, GDPR/TCF 2.0 consent string support, schain support. (5) Google Ad Manager API — for allowing Primis API user to manage orders, ad units, and trafficking via Google Ad Manager. (6) Identity Solutions — Unified ID 2.0 (UID2) integration guide for publishers to generate and store UID2 tokens in first-party cookie storage. Developer documentation is at docs.primis.tech.
What industry is Primis in?
Primis's product category is Video Advertising Technology. Its primary akta.pro industry code is MPACAHAG, Short-Form Video Discovery, Curation & Aggregation Platforms, with a secondary code of BPAMAJAI, Content Aggregation, Curation & RSS Platforms. Its NAICS code is 516210 and its SIC code is 2741.