UM's Primis Launches Contextual Targeting Tech

Universal McCann-owned video discovery platform Primis has launched targeting technology, through which advertisers can place their ads alongside contextually relevant videos.

Tel Aviv, Israel-based Primis provides digital publishers with a solution, that recommends video content and automatically skips any content that users don't interact with. Its new technology is designed to enable advertisers to reach relevant audiences without the use of cookies, and help brands personalize their ads. Instead of targeting individual user attributes, the platform enables advertisers to segment audiences and choose exactly what context they want their video ads to appear in - whether it be the topic of the web page, the category of the web site, the keywords used in the accompanying video, or the brand of the video provider itself.

Eyal Betzalel (pictured), co-CEO of Primis, comments: 'Privacy has become the defining issue of our time in this industry. Between the fall of the third-party cookie and the rising scepticism regarding user tracking, we had to adapt and provide a big solution for our demand partners. Contextual targeting is the only realistic solution to this problem that provides both highly focused targeting and respectful treatment of user privacy.'

Web site: www.primis.tech .