Primer vs. LiveRamp

Where it matters

Primer

Metadata.io

Why it matters

Match rates on B2C channels

Primer

65–75% typical

Metadata.io

50–58% typical

Why it matters

More buyers reached for same spend

Predictive visibility

Primer

Pre-sync estimator

Metadata.io

None

Why it matters

Avoid budget burn

Control & transparency

Primer

Build in Primer, launch native

Metadata.io

Runs in Metadata UI

Why it matters

Keep every lever

Measurement built for lift

Primer

Lift tests & incremental ROAS built in

Metadata.io

Click-based attribution

Why it matters

Finance wants revenue proof

Speed to value

Primer

Live <5 min; trial starts on sync

Metadata.io

6–8 week onboarding

Why it matters

Test this week, not next quarter

Pricing model

Primer

Flat subscription, no % spend

Metadata.io

Platform fee + 2–5% spend

Why it matters

No hidden growth tax

Google activation

Primer

Customer Match – more powerful audiences

Metadata.io

GA retargeting only

Why it matters

Reach known contacts who never hit your site

Emerging channels

Primer

Reddit & TikTok (beta)

Metadata.io

Not supported

Why it matters

Early-mover CPM advantage

Where it matters

Primer

LiveRamp

Why it matters

Core purpose

B2B audience builder for Meta, Google, LinkedIn.

Identity & data infrastructure for cookies

Do you need activation or identity infrastructure?

Matching philosophy

Deterministic; the people you put in are the people you reach

Mix of deterministic + probabilistic to maximize scale

Accuracy vs. size

B2C channel precision

Firmographic/title/seniority filters for B2C channels

Targeting UX lives in partners

LinkedIn-like targeting on Meta/Google

Transparency & control

Audiences sync into your ad accounts

Less control over audience composition

Verify delivery & spend

Search efficiency

Anti-ICP via Customer Match for brand and unbranded

Branded search-only suppression

Reduce non-ICP spend

Clean room / collaboration

Not a focus for Primer

Clean-room for data collaboration & measurement

Privacy-safe partner analysis

Ecosystem distribution

Direct to Meta, Google, LinkedIn (plus beta channels)

Very broad partner network across publishers, DSPs, etc.

Push data everywhere

Dynamic CRM lists

Rule-based audiences from CRM auto-refresh & re-sync

CDP/CRM connectors; static lists

Audiences auto-update as CRM changes

Who’s a Good Fit

Primer is ideal when…

You want LinkedIn-grade precision on Meta/Google with transparent in-account activation.
You care about deterministic accuracy (quality > vanity reach).
You need Search cost control via Anti-ICP suppression.
You want fast time-to-value: build free, then trial when you sync.
You care about high quality B2B audiences.

LiveRamp may fit when…

You need cookie-less identity and authenticated addressability at enterprise scale.
You’re building clean-room collaboration and cross-partner measurement.
You require broad distribution across retailers, publishers, and walled gardens.
You're primarily targeting a B2C audience.

Primer is ideal when…

Your team prefers building and optimizing directly in native ad manag
Proving incremental revenue lift is a must for Finance.
You’re scaling across Meta, Google (Customer Match), LinkedIn, Reddit, TikTok (beta), YouTube—and want flat‑rate pricing.
You need CRM‑based Google Customer Match lists, not just GA retargeting.
You want to reach prospects on Reddit today and TikTok tomorrow (beta access).
MarkYou need to launch in days, not months, to hit next‑quarter goals.eto

Metadata.io may fit when…

You want a single, all‑in‑one campaign UI and are okay abstracting platform controls.
A percentage‑of‑spend fee structure isn’t a blocker.
A 6–8 week onboarding window aligns with your planning cycle.

Metrics that matter

2–3× match rate

more qualified reach per dollar

Lift tests on by default

Quantify incremental ROAS

<5  min

Signup → first sync

Primer powers todays top GTM teams

Chris Nguyen

Head of Growth Marketing, Air

Primer really helped us unlock performance marketing. Once we started using it, our CPL decreased by 55% and our MQLs increased by 34%. It was just night and day.

Read the case studies

Chris Nguyen

Head of Growth Marketing, Air

Chris Cruz

Senior Director of Demand Generation and Digital Marketing, Zylo

We pivoted to a new vertical in five minutes. We cloned an existing audience, filtered by vertical, and instantly had a campaign-ready list of 75,000 decision-makers."

Read the case studies

Ben Pollack

Head of Growth Marketing, ChartHop

Colin Kim

Performance Marketing, Zip

"Finding quality leads aligned with our ICP has always been a challenge — Primer’s recent improvements have unlocked significant performance efficiency improvements, as well as scale."

Read the case studies