Primer's database

The identity graph Primer builds audiences from — B2B and B2C people and companies, with coverage that varies by region.

When you draft an audience with filters, you're querying Primer's identity graph — a large, continuously updated store of people and companies. It's what lets you target by firmographics, role, technographics and more without uploading a list first.

What's in it

• People and companies, spanning both B2B and B2C contexts.

• Attributes you filter on: company firmographics (industry, headcount, revenue, location), person attributes (job title, department, seniority), technographics, keywords, and more. See Your ICP definition and Audience filters for what you can target.

Coverage varies by region

Coverage isn't uniform — it's densest where the underlying data is richest and thinner in some regions and segments. That's why the same set of filters can estimate a larger audience in one geography than another. Primer's size estimate reflects the coverage it actually has for your filters, and estimates match rates then reflect how much of that a given ad platform can identify.

Exact record counts are marketing figures, not a value in the product, so they aren't quoted here. For current database size and coverage claims, see sayprimer.com.