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Primer vs Vector: Beyond Retargeting — Build, Measure, and Scale B2B Audiences
Vector is a strong website-retargeting tool.
Primer gives you the same contact-level retargeting power — plus CRM targeting, target-account audiences, a built-in prospect database, and real incrementality measurement.
Match-rate edge
Built-in prospect database
Full retargeting + measurement
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
Retargeting: Primer Does Everything Vector Does
Vector’s core workflow:
👉 Identify website visitors → retarget them.
Primer does that too:
Contact-level de-anonymization (US)
Company-level reveal globally
Persona-based retargeting audiences
Cross-channel sync
But Primer also lets you target buyers before they visit your site.
Because in B2B, most buyers haven’t visited yet.
Who’s a Good Fit
Primer is ideal when…
- You want to target buying committees before site visits
- You need CRM + account-list targeting
- You want cross-channel audiences
- You need incrementality measurement
- You want transparency in your ad accounts
- You don’t have a full prospect database yet
Vector is ideal when…
- You only want website retargeting
- Your site has high traffic volume
- You don’t need lift measurement
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
