Category: News

Primis, the video discovery platform, recently announced the expansion of its strategic partnership with Reach PLC, as Reach transitions its editorial video operations to Primis’ SaaS-based CMS. Reach PLC the largest commercial publishing groups in the UK. The move marks a significant milestone in a collaboration that has evolved over the past three years into a deeply integrated and strategic relationship. For more context on the journey and migration process, you can read our full case study with Reach here: https://contact.primis.tech/primis-x-reach-plc-case-study.

As part of this expansion, Primis has evolved into a central editorial video platform, supporting full video workflows through its CMS. While monetization remains a core strength, the platform now also supports full editorial workflows within its CMS, enabling content teams to create, manage, and distribute video at scale with greater control and focus on engagement.

At the core of this shift is Primis’ SaaS-based platform, which provides flexibility and autonomy to editorial teams. Today, more than 480 video editors actively use the Primis CMS across Reach’s network, reaching around 70% of the UK audience, highlighting the platform’s broad adoption and operational impact.

This development also reflects Primis’ evolution in the market. By combining strong monetization performance with advanced editorial capabilities, Primis delivers a unified solution that bridges revenue and engagement, two areas traditionally addressed separately. Reach’s decision to expand its use of Primis follows the need for a platform that can effectively support both.

Publishers with large-scale video operations have traditionally had to choose between monetization and editorial control. Primis’ platform is designed to bridge that gap, enabling both within a single solution.

“Primis’ new CMS has allowed us to transition our editorial workflow efficiently and with minimal disruption as our teams, across the portfolio, learnt to use the new UI. This is the result of great collaboration between development, editorial and commercial teams on both sides as well as exceptional support from Primis’ engineering and customer success teams, eager to meet our expectations. A few months in, the outcomes are measurable, from commercial and workflow improvements to full integration into our wider multimedia infrastructure, strengthening our overall video proposition.” Said Leslie Harris, Head of Programmatic and Video Solutions at Reach.

“I’m incredibly proud of what we’ve built here. What started from a desire to solve a specific need has become a huge milestone for this partnership – and for other enterprise publishers who no longer need to compromise between editorial control and monetization. Reach transitioning their massive editorial workflow to our platform is the ultimate validation of our Unified Video Platform.”  Said Udi Michael, Director Publisher Success at Primis. 

“The current market puts incredible pressure on publishers, particularly those who invest heavily in real journalism and editorial resources while navigating disruptions like AI and search algorithms. Newsrooms are being forced to operate leaner and more efficiently than ever before. Primis bridges a massive gap here. Traditionally, the market forced publishers to choose between fragmented systems – one for content management and another for monetization. We are now giving them the unified tools to thrive, and having a single partner that can deliver on both fronts is an absolute game-changer.” Said Toar Mekaiten, CRO at Primis.

With this expansion, Primis continues to strengthen its position as a strategic partner for leading publishers, enabling them to scale video operations while maintaining both editorial control and strong monetization performance.

Primis, the video discovery platform, has once again achieved Open Measurement SDK Integration Validation Compliance from the IAB Tech Lab, with its latest certification confirmed as of October 20, 2025. This marks the third consecutive year that the company has met the highest standards for transparency, ad quality, viewability and impression measurement accuracy in digital video.

The certification verifies that the Primis video player meets the industry’s strictest requirements for accurate and transparent ad viewability and impression measurement across the web. It underscores the company’s commitment to accountability, reliability, and best practices, ensuring that publishers, advertisers, and users benefit from a trusted and verifiable video experience.

“Earning IAB Tech Lab certification for the third consecutive year reinforces our mission to deliver technology that supports a safer and more transparent digital ecosystem,” said Omer Chetrit, Head of Product at Primis. “Trust and accountability have always been at the heart of how we build our products and partnerships, and this achievement reflects that dedication.”

Primis continues to Push for More, raising the bar for compliance and helping build a cleaner, more transparent, and trustworthy ad tech ecosystem.

Primis,  the video discovery platform for publishers and part of the McCann and IPG network (NYSE: IPG), has signed an exclusive partnership with Absolute Sports, the global digital media group behind Sportskeeda.com, and other leading brands. With over 80 million monthly users and reach across 150+ countries, Absolute Sports is a leading force in global digital sports media.

As part of the partnership, the Primis online video player has been fully integrated across all Absolute Sports websites. This lightweight video technology fits seamlessly within editorial environments, surfacing original video content in context. The result is a non-intrusive viewing experience that encourages users to keep exploring. It guides them naturally from one story to the next and creates a self-contained discovery journey that keeps audiences immersed in the brand experience.

“At Absolute Sports, we view Primis as a true strategic partner, a company that shares our passion for innovation and audience-first solutions. ” said Umesh Sharma, Business Head – Ad Operations at Absolute Sports. “This collaboration strengthens our commitment to delivering impactful and engaging experiences, while unlocking new monetization opportunities for our ecosystem.”

The collaboration also includes access to advanced contextual targeting, seamless demand integrations, and real-time performance insights. These capabilities empower Absolute Sports to unlock more value from their inventory, while offering advertisers a way to connect with a loyal and highly engaged audience in premium video environments.

“We’ve had the pleasure of knowing the incredible team at Absolute Sports for several years, and I’m excited for the opportunity to officially join forces,” said Matan Agi, Director of Business Development at Primis. “Primis is proud to support Absolute Sports on their strategic growth journey and to play a key role in helping them scale with confidence.”

Primis, a global Video Discovery platform, is pleased to announce the expansion of its partnership with Savage Ventures. Building on the success of their initial collaboration with American Songwriter, Savage Ventures has now extended its relationship with Primis to include a portfolio of prominent media sites, including the iconic Vice.com and two newly acquired properties, ComicBook and PopCulture.

This partnership reinforces both companies’ commitment to digital media innovation and growth. Through its collaboration with Primis, Savage Ventures continues to enhance the reach and impact of its expanding media portfolio, providing engaging content that resonates with diverse audiences worldwide.

A strategic partnership for growth and innovation

Since the partnership launch in April 2023, Primis and Savage Ventures have aligned on growth initiatives to amplify revenue opportunities and deliver premium media experiences. This expanded deal reflects their shared ambition to empower publishers with leading video solutions, ensuring their sites remain at the forefront of audience engagement.

Savage Ventures has firmly established itself as a powerhouse in the digital media and growth investment space, with a growing portfolio of  high-impact brands and industry-defining verticals. Primis plays a crucial role in driving enhanced monetization and content delivery strategies as these new brands join Savage’s expanding portfolio, 

A shared vision for the future

“Our partnership with Savage Ventures represents our ongoing commitment to fostering the growth of dynamic media brands,” said Toar Mekaiten, CRO of Primis. “We are excited to grow together, delivering cutting-edge video solutions that help Savage Ventures’ portfolio evolve and thrive in an ever-changing media landscape.”

The partnership underscores Savage Ventures’ expertise in media and content creation, as well as its hands-on involvement in building impactful brands. With Primis as a video partner, Savage Ventures ensures that each site in its network offers immersive and engaging experiences to audiences, keeping content fresh and relevant.

Together, Primis and Savage Ventures are poised to lead the future of digital publishing, creating a strong foundation for sustained growth across their expanding network of media properties.

For more information about Primis and our partnership with Savage Ventures, feel free to keep browsing our site primis.tech.

Collaboration Combines Vast Content Library, Advanced Targeting Technology, and Expert Curation to Transform Digital Video Landscape 

Primis, a leading video discovery platform for global publishers, today announced a new and expanded partnership with VideoElephant, an industry leading content library featuring millions of premium rights cleared videos. The collaboration marks a significant milestone in shaping the future of video discovery, combining Primis’s advanced contextual targeting capabilities together with VideoElephant’s vast library to enhance the content experience for publishers and users.

The partnership addresses several industry challenges, including content scarcity, targeting accuracy, and declining user engagement, by delivering new innovative solutions for publishers in the digital space:

• Expanded Content Library: Publishers gain access to VideoElephant’s extensive collection of over 4 million videos from 1000+ creators, dramatically increasing content diversity.
• Enhanced Contextual Targeting: Primis’s cutting-edge technology, combined with VideoElephant’s extensive metadata and diverse content library, enables highly precise content matching, significantly improving the relevance of video recommendations.
• Expert Content Curation: Collaboration with VideoElephant’s content teams ensures optimized selection and delivery of video content, tailored to each publisher’s unique audience
• Effective Content Scaling: The partnership allows Primis to offer a wider range of high-quality content to publishers without increasing costs, enabling a more robust content strategy.

“This partnership is a game-changer for our content strategy, letting us widen our content offerings without compromising on quality for our publishers,” said Eylon Kadish, Content Manager at Primis. “Additionally, this collaboration streamlines our workflow, enabling us to curate and deliver the most engaging content with ease.”

Toar Mekaiten, Chief Revenue Officer of Primis, added, “Our expanded partnership with VideoElephant takes our industry-leading content experience to the next level. It positions us to set a new standard in contextual video advertising, benefiting our users, publishers, and the entire digital ecosystem. We’re now able to offer a level of content diversity and targeting precision that was previously unattainable in the market.”

Emma McGuire, Head of Revenue Ops for VideoElephant, commented, “We are excited to build upon our longstanding relationship with Primis, a company that values the premium high-quality content that VideoElephant brings as a trusted partner. With continued access to our living library of millions of videos, Primis is able to give their publishers exactly what they need, enabling them to deliver highly relevant content to their audiences at scale.”

This collaboration follows new Primis’s developments with premium publishers, including Business Insider, The Independent, and Reach. “This partnership comes at a crucial time for the industry,” added Mekaiten. “As contextual advertising becomes increasingly vital, our enhanced capabilities offer a powerful solution for publishers and advertisers alike, allowing them to fully leverage the potential of contextual targeting without being constrained by content limitations or costs.”

About Primis: 

Primis is the leader in the online video landscape. Their Video Discovery platform increases publishers’ revenue by helping users discover high-quality video content. The company’s technology is used by 100s of digital publishers, empowering over 450M uniques with an engagement-based video experience.

In May 2021, Primis launched Sellers.guide, a free resource to shed light on the ad tech supply chain by comparing ads.txt files with sellers.json. 

For more information about Primis and its video discovery solutions, visit www.primis.tech.

About VideoElephant

VideoElephant provides businesses and brands worldwide with the content, expertise and technology needed to drive success across streaming platforms, online media and digital screens via single VOD assets, feeds, playlists and FAST channels. Building on its legacy as the world’s largest library of premium, brand-safe, rights-cleared video, the company offers sourcing, licensing, curation, monetization and distribution solutions as well as access to billions of impressions and millions of viewers around the world. Leveraging VideoElephant, producers, publishers and advertisers can scale their video strategy while growing audiences and revenue. The company was founded in 2012 and has offices in Dublin, New York and Los Angeles. 

Primis, a leading video discovery platform for global publishers, today announced the promotion of two key executives to C-level positions. These strategic promotions reflect Primis’s remarkable growth and its commitment to fostering internal talent to drive continued innovation in the ad tech industry.

Primis’s success in the video discovery space has led to significant expansion, necessitating a more robust leadership structure to support its growing client base and evolving market opportunities. The company’s video discovery technology, which helps publishers increase revenue by enabling users to discover high-quality video content, has seen increasing demand as the digital landscape evolves.

Maayan Segal, a ten-year company veteran, has been appointed Chief Operating Officer. Toar Mekaiten, previously Vice President of Business Development, has been promoted to Chief Revenue Officer. Segal and Mekaiten will lead two departments dedicated to responding to customer needs, ensuring enhanced service quality and customer satisfaction. These promotions and the development of new business units signal a new phase of growth and solidify Primis’s role as a leading ad tech solution for publishers.

Primis has experienced significant growth in recent years, expanding our client base and workforce, leading to exciting new opportunities for our senior management team. For our first-ever C-level appointments, we are thrilled to promote two outstanding individuals who have grown with us and embody the Primis DNA. Maayan and Toar consistently demonstrate their ability to drive innovation and cultivate strong relationships. These promotions reflect our commitment to nurturing internal talent and positioning Primis for continued success in the dynamic video discovery space.”

said Rotem Shaul, Co-CEO of Primis.

Segal, who has been with Primis since its inception, will now lead its operational functions and spearhead its continued investment in video discovery technology. “Our team has the most ad-tech-savvy professionals in the industry,” Segal commented. “By unifying operational tasks under this exceptional group, we’re ensuring that every process at Primis is optimized to maximize each client’s potential. We are committed to ensuring every user interaction and every dollar of our clients’ investment is fully leveraged, driving unprecedented results in the video discovery space.”

Mekaiten joined Primis in 2019 and will oversee the company’s revenue-generating activities, including business development and publisher success. “Our mission is to continue to drive tangible results for our publishers,” said Mekaiten. “By aligning our business development and publisher success teams, we’re enhancing our ability to ensure that our partners thrive in the ever-evolving digital landscape. Our focus is on creating measurable successes for our clients, helping them to grow audiences and boost revenue through our innovative video discovery solutions.”

Primis has experienced substantial growth in its client base over the past year, significantly expanding its portfolio of partnerships. The company continues to strengthen its relationships with premium publishers including Business Insider, The Independent, Reach, Bustle, and more. The company attributes this success to its specialized focus on video discovery and its ability to improve monetization for its partners.

Tracker Network and Primis signed a two-year exclusivity agreement after more than three years of successful partnership. Tracker Network provides stats, global and regional leaderboards, and much more to more than 300 million gamers around the world. 

In this expansion of their existing partnership, the Primis video player will be on pages across Tracker Network’s entire portfolio. Primis will exclusively fulfill all of its video needs across its entire portfolio, including main sites tracker.gg and fortnitetracker.com. Tracker Network joins Primis’ extensive gaming portfolio of leading brands, such as Gamer Network and GAMURS Group. 

The Primis team has provided us with excellent account services over the years and maximized our video performance. We look forward to continuing to work with them more in the future and building upon this trusted relationship,”

said Matthew Hawkins, CEO at Tracker Network. 

“It’s been a privilege to work with the Tracker Network team to deliver quality content experiences to its users and reach new video KPIs,“ said Shir Shechter, Account Manager at Primis. “We hope to continue reaching new heights, growing, and cultivating mutual success.”

Gamer Network, market leader in digital journalism and content and producer
of major pop culture events, saw its revenue skyrocket after
implementing Primis to serve its extensive video inventory across its
Gamer Network portfolio.

Savage Ventures, the leading investors, acquirers, and operators of high-growth digital-first businesses, signed a two-year exclusive contract with Primis for American Songwriter. Primis, the leading video discovery platform for publishers and founder of Sellers.guide, is excited to continue its partnership with Savage Ventures under this new agreement.

American Songwriter, an esteemed songwriting and music publication established in 1984, has been enriching the music community by assisting millions of music fans and songwriters in exploring the craft of music. In collaboration with Primis, American Songwriter has expanded its video distribution and brought a more relevant video experience to American Songwriter’s audience.

Partnering with Primis has elevated American Songwriter’s video distribution strategy; boosting engagement, expanding video reach, and enhancing revenue. We have effectively connected our video content with a wider, more engaged audience,”

– Alex Magee, Chief Revenue Officer at Savage Ventures

“We are thrilled to be extending our partnership with Savage Ventures over the next two years with this new exclusivity agreement,” explained Yoad Shloosh, Director of Publisher Success at Primis. “Our video discovery engine combined with American Songwriter’s excellent content is a great match for building viewership, reach, and engagement across its site.”

We are proud to receive the TAG Certified Against Fraud Seal from TAG (Trustworthy Accountability Group) for the seventh year in a row. TAG is the global certification program to strengthen brand safety and transparency in digital advertising.

Primis prioritizes aligning itself with the most up-to-date industry standards. Improving IVT pre-bid verification tools and solely working with brand-safe marketers are core values of the ad tech company. It is constantly evolving to meet goals for a cleaner digital advertising landscape through initiatives such as Sellers.guide, which empowers publishers to take control of their inventory while mitigating supply chain misrepresentation. Sellers.guide offers free ads.txt management tools and offers a wide range of resources that provide insights and industry trends. Primis boasts transparency and is thrilled to be acknowledged by companies such as TAG. 

“Success in the fight against fraud requires the collaboration of companies across the digital advertising supply chain in adopting rigorous anti-fraud standards and working with partners who do the same,” said TAG CEO Mike Zaneis. “By achieving the TAG Certified Against Fraud Seal, Primis has demonstrated its successful achievement in setting industry best practices in this vital area.”

“We are honored to receive the TAG seal recertification once again,” said Eyal Betzalel, Primis Co-CEO and Co-Founder. “It has always been critical to our brand mission to help make the industry a safer, cleaner place for all. Being recognized by TAG Is an important step for us to do our part in protecting brand-safe environments and combatting fraud,” explained Betzalel.