For demand-gen and ABM teams running paid ads, Primer is a B2B advertising platform that builds precision audiences from CRM and de-anonymized site data, syncs them to LinkedIn, Meta, and Google, and measures pipeline lift with control-group incrementality tests.
Presence & Market Position
#56 of 145
Traditional SaaS Going Headless
▼ 2 60-day move
Measures earned, engagement-weighted share of voice across the GTM voices panel. Methodology →
Primer is working to become the targeting and measurement layer that makes B2C ad channels usable for B2B marketers, building precision audiences from CRM and site data and syncing them to platforms not originally built with a B2B buyer in mind. Conversation about the company runs largely through its own sponsored placement on a GTM-focused podcast and its CEO's recurring guest appearances there, where the subject is often the ad-data supply chain the product sits inside — vendor data-sourcing overlap, the limits of platform attribution, and how identity resolution actually works underneath match rates. That gives the company's footprint a practitioner, industry-explainer texture more than a launch-and-comparison one.
Fibbler
Vector
Simpli.fi
ContactLevel
InnovidRippling, Verkada, Confluent, PandaDoc, Constant Contact, Zip, Snorkel, Decagon, Cyberhaven, Pilot
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Business Profile
Primer was founded in 2019 in San Francisco by CEO Keith Putnam-Delaney, previously at Dropbox and Y Combinator, alongside co-founder Juan Vasquez. The company has raised $15 million to date, including a Series A led by Craft Ventures with participation from Slack Fund and Salesforce Ventures. It has since built a customer base spanning security, fintech, and infrastructure companies — Rippling, Verkada, Confluent, and Cyberhaven among them — and positions itself around G2-recognized ease of use and implementation. Its go-to-market leans heavily on founder-led commentary about the ad-data industry itself.
Agent Readiness
Measures how easily your agents can build on it — API, MCP, CLI, SDK, docs depth. Methodology →
Primer's public surface is an API used to sync built audiences to Meta, LinkedIn, and Google ad accounts, an operational data pipe between the platform and ad channels rather than a developer- or agent-facing interface. The documentation covers audience targeting and activation workflows; it does not describe endpoints for building or querying audiences programmatically, and there is no MCP server, SDK, or CLI on file yet.
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