Primis and Reach PLC partnered to build a scalable, site-wide video strategy. From the start, both teams worked closely to understand Reach PLC’s real needs and deliver solutions that would actively support their long-term goals. Throughout the collaboration, they prioritized expanding video inventory while preserving the seamless editorial experience their readers valued.

To enable this success, Primis developed content solutions and editorial tools tailored to Reach PLC’s needs. These included the Content API, designed to enable editorial teams to either manually select videos or use contextual matching to surface relevant video content within articles. This flexibility can help ensure that video content complements the editorial voice and integrates naturally into existing workflows.

Alongside these editorial tools, Primis also implemented the Next feature to further enhance the reader experience. Designed to guide viewers toward additional content, it created a continuous and intuitive video journey across the site. This addition played a key role in increasing user engagement and directly contributed to Reach PLC’s growth in video reach and available inventory.

As video adoption continued to grow, both teams remained fully committed to protecting user privacy and upholding the highest regulatory standards. Primis’ privacy framework aligned with global best practices, ensuring a solid foundation for responsible data handling. However, Reach PLC applied even stricter internal privacy policies, which prompted Primis to adapt its setup accordingly. This included implementing a consent-first approach, aligned with GDPR principles, to ensure that no videos would load and no cookies would activate without explicit user consent.

With privacy protections firmly in place, the partnership shifted its focus to monetization. Leveraging the scale and creative horsepower of IPG and McCann, Primis ran its own marketplace campaigns to materially increase the value of Reach PLC’s video inventory.

In addition to driving value through marketplace campaigns, Primis also supported Reach PLC’s demand initiatives by developing and maintaining ad server technologies to host and optimize demand sources. This combined effort delivered meaningful revenue growth at scale, helping to meet and exceed the partnership’s revenue objectives.