Company Overview
Snapshot
Founded in January 2007 by Rotem Shaul and Eyal Betzalel, Primis operates with 51–200 employees. The company was acquired by Universal McCann in January 2012, a significant milestone that integrated its video discovery platform into a larger media network.
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 and features a customizable video unit designed for native website integration. Primis also offers Sellers.guide, an automated tool launched in 2021, which provides insights into ad inventory transparency by comparing ads.txt files with sellers.json. The company operates within the Business Software sector, focusing on advertising platforms and serving markets in digital publishing and media.
Strategic signal
In November 2025, Primis achieved Open Measurement SDK Integration Validation Compliance from the IAB Tech Lab for the third consecutive year. This recurring certification signals Primis's ongoing commitment to maintaining high standards in ad measurement and transparency, reinforcing its credibility and reliability within the digital advertising ecosystem for publishers and advertisers.
Log in to access full profile ›Company Intelligence Q&A
- When was Primis founded?
- Primis was founded in January 2007.
- Who are the founders of Primis?
- Primis was co-founded by Rotem Shaul and Eyal Betzalel.
- 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 ad inventory.
- 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.
- When was Primis acquired and by whom?
- Primis was acquired by Universal McCann in January 2012.