# Primer

> Primer turns a company's ideal customer profile or account list into high-match B2B audiences and pushes them across consumer ad channels like Meta, Google, LinkedIn and Reddit, then measures real pipeline impact with website de-anonymization and holdout testing. Founded in 2019 and based in San Francisco, Primer resolves identities and runs enrichment waterfalls to deliver 3-5x better match rates than CSV uploads, helping growth and ABM teams prove advertising ROI instead of guessing at it.

- **Founded:** 2019
- **Headquarters:** San Francisco, California, United States
- **Founders:** Keith Putnam-Delaney (Co-Founder & CEO), Juan Vasquez (Co-Founder & CTO)
- **Team size:** ~29 employees
- **Products:** Targeting, Audience Sync & Activation, Measurement, Integrations
- **Notable:** Raised $12M Series A led by Craft Ventures (December 2022)., Backed by 40+ CMOs and CROs from Segment, Notion, Okta, Figma, Masterclass and Airtable., Delivers 3-5x better ad-platform match rates than CSV uploads.

## Products & services

- **Targeting** — Precision audience building from Primer's B2B database, a company's CRM data and website de-anonymization, delivering 3-5x better match rates than CSV uploads and ICP-accurate reach well beyond LinkedIn.
- **Audience Sync & Activation** — Builds and syncs custom audiences directly to major ad platforms - Meta, Google, LinkedIn, Reddit, DV360 and other programmatic channels - with identity resolution and enrichment waterfalls under the hood.
- **Measurement** — Company- and contact-level website de-anonymization, holdout group testing for incremental lift, and cross-device conversion tracking that follows campaigns from first impression to closed deal.
- **Integrations** — Connects to HubSpot, Salesforce, 6sense, Demandbase, Bombora, Google Ads, LinkedIn, Meta and Reddit to stack first- and third-party data into deployable audiences.

## Achievements

- Raised $12M Series A led by Craft Ventures (December 2022).
- Backed by 40+ CMOs and CROs from Segment, Notion, Okta, Figma, Masterclass and Airtable.
- Delivers 3-5x better ad-platform match rates than CSV uploads.
- 30+ enterprise customers and a 4.6/5 G2 rating.
- Credited by Rippling's growth team as essential to raising its Series B.
- SOC 2 certified and GDPR/CCPA compliant.

## Latest updates

- **2022-12** — Announced $12M Series A led by Craft Ventures, with Salesforce Ventures, Slack Fund and operator angels from Dropbox, Figma, HubSpot, Notion and Masterclass.
- **2025-11** — Refreshed product positioning around two pillars - Smarter Targeting and Next-Gen Measurement - emphasizing website de-anonymization and holdout-based incrementality testing.

## Links

- Website: https://www.sayprimer.com
- LinkedIn: https://www.linkedin.com/company/sayprimer
- Twitter/X: https://twitter.com/sayprimer
- Facebook: https://facebook.com/profile.php?id=100063713777248

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Profile page: https://yespress.io/primer
Published by YesPress — https://yespress.io
Last updated: 2026-06-13