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. 

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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.

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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.”

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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.”

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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. 

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The Primis player will continue to be featured across Gamer Network’s thirteen sites including Eurogamer.net, RockPaperShotgun.com, and Dicebreaker.com, which are internationally respected for gaming news, reviews, and long-form journalism. Primis has substantially scaled video consumption and added ad inventory since the two companies partnered in March 2023.

“We are excited to continue working with the Primis team. This exclusivity deal solidifies our partnership after half a year of promising increases in revenue,” said Richard Badley, Head of Ad Tech at Gamer Network. “It has enabled us to resolve long-standing issues selling out of direct video inventory, especially in the UK. Primis has eliminated this issue and we are seeing great metrics as a result,” explained Badley.

Omer Peleg, Senior Executive of Business Development at Primis shared, “This collaboration is an incredible addition to our ever-expanding gaming portfolio. It has been a great experience working with the Gamer Network team on their video strategy and revenue goals. We are thrilled about this partnership and excited to take part in the growth of their gaming community.”

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GRV Media has almost 20 years of industry experience, specializing mainly in sports, gaming, and entertainment categories. While working with Primis over the course of the last year and a half, GRV Media has seen promising growth and continued success. Year over year, GRV’s video RPMs increased by almost 90% from Q3 2022 to Q3 2023 as a result of the increase in video plays per page by over 18%, viewability metrics by 21%, and technical deployment improvements.

With over 70 sites and 185 million users, GRV Media is looking forward to the continued relationship between the two companies. “Since we began working with Primis in June 2022, we’ve played almost one billion of our own videos with Primis’ Video Discovery engine.” Co-founder and CEO Graham Morris explains. “Our two companies have built a great foundation over the last year and see this partnership as the next step and a great opportunity for continued mutual growth and success,” said Morris.

“This partnership agreement solidifies our pre-existing relationship with GRV Media and supports our foothold in the UK market,” said Matan Agi, EMEA Lead of Business Development at Primis. “The Primis team is pleased to have the opportunity to continue to achieve monetized video solutions for GRV’s users and advertising partners,” said Agi. 

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Primis is constantly improving its IVT pre-bid verification tools and aligning itself with the changing standards of brand-safe marketers. As part of their larger mission, Primis and Sellers.guide work to improve the supply chain by delivering value to publishers and the rest of the industry. Transparency, brand safety, and anti-fraud efforts are all the organization’s core values, aligning them with TAG’s goals for a cleaner industry.

“We are pleased to award the TAG Certified Against Fraud Seal to companies such as Primis that have adopted industry best practices year after year to fight fraud and protect the digital advertising supply chain,” said TAG CEO Mike Zaneis. “We commend Primis for its work with publishers and the industry to raise standards and reduce fraud, and we look forward to continuing to build stronger protections for all industry participants in the future.”

“For us at Primis, earning the TAG Certified Against Fraud Seal for the sixth time is an honor,” said Rachel Cohen, Head of Product at Primis. “We appreciate their mission to support brand-safe environments and combat fraud across our industry. Their efforts align with our values and it is important to us to be recognized by TAG.” 

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Primis and GAMURS Group have worked closely since 2020 and have experienced immense growth in the past two years. Through a successful few years of acquisitions, GAMURS Group has tripled in size, team members, and brand publications. In 2022 alone, the group increased its portfolio by 100%, doubling its publications in gaming, esports, and entertainment verticals.

Riad Chikhani, CEO and Founder of GAMURS Group and Forbes 30 Under 30 member shared his thoughts on the continued partnership. “We’re excited to continue working closely with Primis to serve relevant, contextual videos to our users. We have formed a trusted business relationship with our partners at Primis, which has been essential to our growth trajectory. The opportunities Primis’ platforms offer for monetization, content curation, and distribution have superseded our expectations. We look forward to continuing our partnership and breaking record achievements in 2023.”

According to Grand View Research, the global esports market is expected to grow at a CAGR of 21.9% through 2030, with factors influencing market growth including an increase in live streaming of games, rising audience reach, and infrastructure for league tournaments, among others. Since its inception, GAMURS has been at the forefront of identifying authentic and authoritative voices in the space, including its flagship brand, Dot Esports, and Gamepur. 

“GAMURS boasts more than 62 million monthly active users across its gaming and entertainment publications. Our team at Primis is looking forward to continuing a fruitful partnership with GAMURS Group for the third year in a row, and delivering their users interesting and engaging videos,” explained Eyal Topper, VP of Publishers at Primis. “We are all excited to see what is in store for the future.”

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After a long working relationship, this exclusive agreement brings Primis Video Discovery technology to more than 200 Internet Brands domains, expanding the scope of the two companies’ pre-existing partnership. Internet Brands wanted to ensure that their hundreds of highly trafficked consumer websites were covered by a platform that provides their users with the best video experience, with contextually matched content capabilities. Primis’ unique discovery technology and ‘Primis Next’ feature is built to actively grow video content views, generating more pre-roll for publishers.

Judson Penumaka, General Manager, Revenue Operations & Business Development at Internet Brands, explained the company’s decision to select Primis. “Our goal is to ensure our users receive a consistent, high-quality video experience,” said Penumaka.

“Our expanded partnership will now feature the Primis video player across our broad portfolio of consumer websites. We have seen video revenue and audience engagement increase significantly through this partnership, and we look forward to additional promising results for both our website users and for our advertising partners.”

“Internet Brands is one of our top publishers and we are thrilled to be expanding our partnership with them,” said Yoad Shloosh, Director, Publisher Success at Primis. “We have been producing unique, monetized video content solutions for Internet Brands over the last five years and are excited about the opportunity to have our player on over 200 of their domains, helping in actively grow their video views”, said Shloosh.

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