
Primis is owned by Omnicom Group through The Interpublic Group and Universal McCann. Founded as Sekindo in 2007 by Rotem Shaul, Eyal Betzalel, and Oren Berdichevsky, acquired by Universal McCann in 2012, and rebranded as Primis in 2018, the Tel Aviv-based video discovery platform operates within IPG Mediabrands. IPG became part of Omnicom when the holding companies merged in November 2025.
Parent Company
Acquired
2012
Status
Publicly Traded
Headquarters
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Primis | The Interpublic Group of Companies, Inc. | Subsidiary |
The company began as Sekindo in 2007, founded by three programming entrepreneurs, Rotem Shaul, Eyal Betzalel, and Oren Berdichevsky, building a digital video advertising platform in Tel Aviv. Sekindo grew into a video ad network serving publishers and advertisers, developing the recommendation technology that would become its core product.
Universal McCann acquired the bootstrapped Sekindo in 2012, giving it access to UM's resources while the founders continued to lead it; Berdichevsky's account credits the post-acquisition years with scaling the business to nine-figure revenue and roughly 100 employees. The unit rebranded as Primis in 2018, repositioning as a "video discovery platform": a system that surfaces contextually relevant video content on publisher pages, extending engagement and generating monetizable video inventory. The model uses contextual targeting and user behavior signals to serve video that matches page content, capturing the high CPMs of video advertising for sites that produce no video themselves.
Under McCann and IPG Mediabrands, Primis scaled to reach more than 250 million unique users across publisher partners, with its Tel Aviv R&D base producing the underlying discovery technology. In July 2025 it announced an exclusive partnership with Absolute Sports to deploy video discovery across Sportskeeda and the group's other properties.
The corporate context shifted in late 2025 when Omnicom completed its acquisition of IPG, moving Primis inside the enlarged Omnicom structure while it continues to operate under Universal McCann.
Who owns Interpublic Group?
Interpublic Group is now a wholly owned subsidiary of Omnicom Group. Omnicom completed its acquisition of IPG on November 26, 2025, in an all-stock transaction. Each IPG share converted to 0.344 Omnicom shares. Legacy Omnicom shareholders own approximately 60.6% of the combined company and legacy IPG shareholders own approximately 39.4%. IPG common stock ceased trading on the NYSE.
Is Interpublic Group publicly traded?
IPG was publicly traded on the New York Stock Exchange under the ticker IPG until November 26, 2025. After the Omnicom acquisition closed, IPG common stock ceased trading. The combined company, Omnicom Group, trades on the NYSE under the ticker OMC. Former IPG shareholders now hold Omnicom shares.
When was Interpublic Group founded?
IPG was incorporated in Delaware in September 1930 as McCann-Erickson Incorporated, combining agency businesses founded in 1902 by Alfred W. Erickson and in 1911 by Harrison K. McCann. The company adopted the Interpublic Group name in January 1961 when it restructured as a holding company to manage its growing portfolio of agency brands.
What are IPG's main agency networks?
IPG's main agency networks include McCann and FCB in creative advertising, IPG Mediabrands (UM, Initiative, Mediahub) in media buying, Golin and Weber Shandwick in public relations, IPG Health in healthcare marketing, Acxiom and KINESSO in data and technology, Jack Morton and Momentum in experiential marketing, and Octagon in sports and entertainment marketing.
What was IPG's revenue?
IPG reported total revenue of $10.7 billion in FY2024, including billable expenses, and net revenue of $9.2 billion. Reported net income was $689.5 million, and adjusted EBITA was $1.5 billion with a margin of 16.6%. In 2025, revenue declined, with the company guiding to an organic net revenue decrease of 1% to 2% for the full year due to client account losses.
How did the Omnicom acquisition work?
Omnicom and IPG announced a merger agreement on December 8, 2024. The all-stock transaction closed on November 26, 2025, after regulatory approval from the FTC and European Commission. Each IPG share converted to 0.344 Omnicom shares. The combined company has pro forma revenue exceeding $25 billion and targets $1.5 billion in cost synergies, including $900 million in 2026.
Does IPG own Octagon?
Yes. IPG acquired the sports marketing agency Advantage International in 1997 and combined it with the British agency AGI Group in 1998 under the Octagon name. Octagon became IPG's dedicated sports and entertainment marketing platform. Octagon ranked fourth on the Forbes 2025 Most Valuable Sports Agencies list with approximately $463 million in maximum commissions.
Where is Interpublic Group headquartered?
IPG is headquartered in New York, New York, USA. The company was incorporated in Delaware. IPG operated in approximately 56 countries before the Omnicom acquisition, with about 21,100 employees in the United States and 32,200 internationally as of December 31, 2024.
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Ascendeum | USA | 2015 | Mass market | Global | All Genders | |
| Ezoic | USA | 2010 | Mass market | Global | All Genders | |
| Freestar | USA | 2015 | Mass market | United states | All Genders | |
| Comcast | USA | 2007 | Mass market | Global | All Genders | |
| Mediavine | USA | 2004 | Mass market | United states | All Genders | |
| Monumetric | USA | 2012 | Mass market | United states | All Genders |
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Scottsdale-based ad management company providing header bidding and monetization services to digital publishers, the fastest-growing US private company of 2019.
Media EntertainmentOwned by Comcast Corporation
Comcast-owned advertising technology platform providing ad serving, yield management, and programmatic monetization for premium TV and video publishers.
Media EntertainmentOwned by Mediavine, Inc.
Independent full-service ad management company representing tens of thousands of digital publishers, founded in 2004 and headquartered in Boca Raton, Florida.
Media EntertainmentOwned by Monumetric, LLC
Utah-based full-service ad management company for independent publishers, founded in 2012 as The Blogger Network.
Market Positioning: Primis competes with 6 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
Looking for brands with different ownership structures? These similar brands are not owned by The Interpublic Group of Companies, Inc., giving you alternative choices that support different corporate structures.
Media EntertainmentOwned by Ascendeum
Ad tech strategy consulting and managed operations firm founded in 2015, headquartered in Bordentown, New Jersey with delivery teams across India.
Ascendeum is privately owned, unlike Primis which is under a publicly traded parent company.
Media EntertainmentOwned by Ezoic, Inc.
Carlsbad-based AI-driven ad optimization and publisher platform founded in 2010, one of the first Google Certified Publishing Partners.
Ezoic is privately owned, unlike Primis which is under a publicly traded parent company.
Media EntertainmentOwned by Publisher First, Inc. (Freestar)
Scottsdale-based ad management company providing header bidding and monetization services to digital publishers, the fastest-growing US private company of 2019.
Freestar is privately owned, unlike Primis which is under a publicly traded parent company.
Media EntertainmentOwned by Mediavine, Inc.
Independent full-service ad management company representing tens of thousands of digital publishers, founded in 2004 and headquartered in Boca Raton, Florida.
Mediavine is privately owned, unlike Primis which is under a publicly traded parent company.
Media EntertainmentOwned by Monumetric, LLC
Utah-based full-service ad management company for independent publishers, founded in 2012 as The Blogger Network.
Monumetric is privately owned, unlike Primis which is under a publicly traded parent company.
Media EntertainmentOwned by Newor Media
Connecticut-based programmatic ad management company serving independent publishers, a Google Certified Publishing Partner owned by LTV SaaS Fund.
Newor Media is privately owned, unlike Primis which is under a publicly traded parent company.
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