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Primer vs. LiveRamp
Primer is the B2B-focused alternative to LiveRamp: deterministic audiences you can activate on Meta, Google, and LinkedIn—in your own ad accounts.
Higher match rates
Better quality audiences
5‑min setup
Core purpose
LiveRamp
Identity & data infrastructure for cookies
Primer
B2B audience builder for Meta, Google, LinkedIn.
Why it matters
Do you need activation or identity infrastructure?
Matching philosophy
LiveRamp
Mix of deterministic + probabilistic to maximize scale
Primer
Deterministic; the people you put in are the people you reach
Why it matters
Accuracy vs. size
B2C channel precision
LiveRamp
Targeting UX lives in partners
Primer
Firmographic /title/seniority filters for B2C channels
Why it matters
LinkedIn-like targeting on Meta/Google
Transparency & control
LiveRamp
Less control over audience composition
Primer
Audiences sync into your ad accounts
Why it matters
Verify delivery & spend
Search efficiency
LiveRamp
Branded search-only suppression
Primer
Anti-ICP via Customer Match for brand and unbranded
Why it matters
Reduce non-ICP spend
Clean room / collaboration
LiveRamp
Clean-room for data collaboration & measurement
Primer
Not a focus
for Primer
for Primer
Why it matters
Privacy-safe partner analysis
Ecosystem distribution
LiveRamp
Very broad partner network across publishers, DSPs, etc.
Primer
Direct to Meta, Google, LinkedIn
(plus beta channels)
(plus beta channels)
Why it matters
Push data everywhere
Dynamic CRM lists
LiveRamp
CDP/CRM connectors; static lists
Primer
Rule-based audiences from CRM auto-refresh & re-sync
Why it matters
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.
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
What You Get on Day 1
Draft audiences free forever
Predictive match‑rate estimator
Automatic built-in lift test
Native campaign control in every ad manager
