Primis

Company Overview

Snapshot

Founded in January 2007 by Rotem Shaul, Eyal Betzalel, and Oren Berdichevsky, Primis operates with 51–200 employees. The company was acquired by Universal McCann in January 2012.

Business overview

Primis is a global video discovery platform that enhances revenue for publishers by facilitating user engagement with high-quality video content. The platform utilizes machine learning to deliver personalized video content through a customizable video unit designed for native website integration. In 2021, Primis launched Sellers.guide, an automated tool that analyzes ads.txt and sellers.json files to provide insights into digital media inventory, promoting transparency for publishers and buyers. The company operates within the Business Software sector, focusing on advertising platforms and serving media and entertainment industries.

Strategic signal

In December 2024, Primis expanded its partnership with Savage Ventures to power leading media sites, including Vice.com, Comicbook, and Popculture. This expansion signals Primis's continued growth and strategic importance in the digital media landscape, demonstrating its ability to secure and scale partnerships with major content providers and reinforcing its position as a key player in video discovery and monetization.

Company Intelligence Q&A

When was Primis acquired and by whom?

Primis was acquired by Universal McCann in January 2012.

What is Sellers.guide?

Sellers.guide, launched by Primis in May 2021, is an automated tool designed to bring greater transparency to the digital media industry by comparing ads.txt files with sellers.json to provide insights into inventory buying and selling.

What significant partnership did Primis announce in July 2025?

In July 2025, Primis announced an exclusive partnership with Absolute Sports to deliver video discovery across their global portfolio of websites.

What was a key strategic partnership for Primis in February 2021?

In February 2021, Primis was selected as a partner for the Google Multiple Customer Management (MCM) Program, indicating its strategic alignment with major industry players in video discovery.

What was the focus of Primis's expanded partnership in April 2025?

In April 2025, Primis expanded its partnership with HUMAN Security to strengthen trust across the digital advertising ecosystem.