Primis' starting point was not a product. It was a question: what does this publisher actually need to succeed?
That question sits at the heart of how Primis works. As a publisher partner rather than a technology provider, our role is to understand the business behind the inventory and build around what actually matters to the people running it.
For Toronto Star, the answer was clear. They needed a way to deliver on existing direct deals more efficiently, make better use of their available inventory, and do it in a way that preserved the reader experience their audience expected.
Working closely with the Toronto Star team, Primis introduced a native Float format on mobile, opening up additional inventory capacity and significantly improving the publisher's ability to fulfill advertiser demand.
This was not about introducing a new format for its own sake. It was about creating additional capacity from existing traffic and helping the publisher make better use of the inventory it already had.
Implementation was rolled out across Toronto Star's network of local domains, ensuring the rollout could scale without disrupting the core editorial experience. As inventory expanded, Toronto Star improved delivery against direct campaigns while creating additional monetization opportunities across its network. Primis also provided the flexibility to run the publisher's own demand alongside marketplace campaigns, reflecting the collaborative, needs-first approach that defines how we work with publishing partners. The result was a more scalable revenue model that generated greater value from existing traffic without compromising the reader experience.
