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  4. Primis
Primis logo
Media & Entertainment

Who Owns Primis?

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

The Interpublic Group of Companies, Inc.

Acquired

2012

Status

Publicly Traded

Headquarters

Tel Aviv, Israel

Primis Timeline

1930
The Interpublic Group of Companies, Inc.

Parent company established in New York, New York, USA

Company Founded
2007

Primis

Founded by Rotem Shaul, Eyal Betzalel, Oren Berdichevsky

Founded
2012
Acquired by The Interpublic Group of Companies, Inc.

The Interpublic Group of Companies, Inc. acquired Primis

Acquired
GlobalOfficial Website

Who Owns Primis?

  • Parent Company: The Interpublic Group of Companies, Inc.
  • Ownership Type: Subsidiary
  • Acquisition Year: 2012
  • Company Type: Publicly Traded
  • Stock Ticker: NYSE: IPG
BrandParent CompanyOwnership Type
PrimisThe Interpublic Group of Companies, Inc.Subsidiary

Where to Buy

Disclosure: We may earn commission from purchases
AmazonPrimis on Amazon

History of Primis

  • Founded: 2007
  • Founders: Rotem Shaul, Eyal Betzalel, Oren Berdichevsky
  • Acquired by The Interpublic Group of Companies, Inc.: 2012

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.

About The Interpublic Group of Companies, Inc.

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.

  • Founded: 1930
  • Headquarters: New York, New York, USA
  • Company Type: Publicly Traded
  • Stock: NYSE: IPG
  • Revenue: $10.7 billion (FY2024)
  • Employees: Approximately 53,300

Visit The Interpublic Group of Companies, Inc. website

View full company profile for The Interpublic Group of Companies, Inc.

Where Is Primis Made / Based?

  • Headquarters: Tel Aviv, Israel

Primis Categories & Tags

Ad TechVideo DiscoveryVideo AdvertisingProgrammaticPublisher Monetization

Brands Owned by The Interpublic Group of Companies, Inc.

OctagonSports

Octagon

Owned by The Interpublic Group of Companies, Inc.

Global sports and entertainment marketing agency headquartered in Stamford, Connecticut. Founded in 1983 as Advantage International, now part of Interpublic Group (IPG), which was acquired by Omnicom in 2025.

sports-marketingtalent-representationolympic-sports
View all brands owned by The Interpublic Group of Companies, Inc.

Primis Ownership: Pros & Cons

Advantages

  • +Inside the world's largest advertising group post-Omnicom-IPG merger
  • +Access to Universal McCann and Mediabrands advertiser demand
  • +Established video discovery technology with 250 million user reach
  • +Tel Aviv R&D base with deep ad tech talent

Considerations

  • -Several layers removed from ultimate parent, limiting strategic autonomy
  • -Video discovery faces competition from platform-native formats
  • -Dependent on publisher traffic volumes under AI-era pressure
  • -Post-merger integration could reshape priorities within Mediabrands

Frequently Asked Questions About Primis

Sources & Further Reading

  • Primis official site:
  • Primis about page:
  • Primis LinkedIn company page:
  • Primis-Absolute Sports partnership (2025):
  • Interpublic Group company profile (PitchBook):

Competitors to Primis

These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.

BrandParent CompanyCountryFoundedMarket PositionPrimary MarketGender Target
AscendeumAscendeum
Ascendeum
USA
2015
Mass marketGlobalAll Genders
EzoicEzoic
Ezoic
USA
2010
Mass marketGlobalAll Genders
FreestarFreestar
Freestar
USA
2015
Mass marketUnited statesAll Genders
FreeWheelFreeWheel
Comcast
USA
2007
Mass marketGlobalAll Genders
MediavineMediavine
Mediavine
USA
2004
Mass marketUnited statesAll Genders
MonumetricMonumetric
Monumetric
USA
2012
Mass marketUnited statesAll Genders

Learn More About Competitors

AscendeumMedia Entertainment

Ascendeum

Owned by Ascendeum

Ad tech strategy consulting and managed operations firm founded in 2015, headquartered in Bordentown, New Jersey with delivery teams across India.

ad-techconsultingprogrammatic
EzoicMedia Entertainment

Ezoic

Owned by Ezoic, Inc.

Carlsbad-based AI-driven ad optimization and publisher platform founded in 2010, one of the first Google Certified Publishing Partners.

ad-techad-optimizationmachine-learning
FreestarMedia Entertainment

Freestar

Owned 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.

ad-techad-managementheader-bidding
FreeWheelMedia Entertainment

FreeWheel

Owned by Comcast Corporation

Comcast-owned advertising technology platform providing ad serving, yield management, and programmatic monetization for premium TV and video publishers.

ad-techvideo-advertisingprogrammatic
MediavineMedia Entertainment

Mediavine

Owned 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.

ad-techad-managementprogrammatic
MonumetricMedia Entertainment

Monumetric

Owned by Monumetric, LLC

Utah-based full-service ad management company for independent publishers, founded in 2012 as The Blogger Network.

ad-techad-managementprogrammatic

Competitive Analysis

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.

Independent Alternatives to Primis

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.

AscendeumMedia Entertainment

Ascendeum

Owned by Ascendeum

Ad tech strategy consulting and managed operations firm founded in 2015, headquartered in Bordentown, New Jersey with delivery teams across India.

ad-techconsultingprogrammatic
Privately Owned

Ascendeum is privately owned, unlike Primis which is under a publicly traded parent company.

EzoicMedia Entertainment

Ezoic

Owned by Ezoic, Inc.

Carlsbad-based AI-driven ad optimization and publisher platform founded in 2010, one of the first Google Certified Publishing Partners.

ad-techad-optimizationmachine-learning
Privately Owned

Ezoic is privately owned, unlike Primis which is under a publicly traded parent company.

FreestarMedia Entertainment

Freestar

Owned 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.

ad-techad-managementheader-bidding
Privately Owned

Freestar is privately owned, unlike Primis which is under a publicly traded parent company.

MediavineMedia Entertainment

Mediavine

Owned 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.

ad-techad-managementprogrammatic
Privately Owned

Mediavine is privately owned, unlike Primis which is under a publicly traded parent company.

MonumetricMedia Entertainment

Monumetric

Owned by Monumetric, LLC

Utah-based full-service ad management company for independent publishers, founded in 2012 as The Blogger Network.

ad-techad-managementprogrammatic
Privately Owned

Monumetric is privately owned, unlike Primis which is under a publicly traded parent company.

Newor MediaMedia Entertainment

Newor Media

Owned by Newor Media

Connecticut-based programmatic ad management company serving independent publishers, a Google Certified Publishing Partner owned by LTV SaaS Fund.

ad-techad-managementheader-bidding
Privately Owned

Newor Media is privately owned, unlike Primis which is under a publicly traded parent company.

The Interpublic Group of Companies, Inc. Stock Information

Jobs at The Interpublic Group of Companies, Inc.

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Last reviewed: October 1, 2026 · Reviewed by Who Brands Editorial Team