Freestar is known for partnering with some of the biggest news and gaming publishers to boost revenue opportunities.
Stagwell has acquired Freestar, a publisher and monetisation partner for media brands.
Founded by David Freedman in 2015, Freestar partners with some of the biggest news and gaming publishers including Boston Globe Media, Fortune Media, Legacy and Enthusiast Gaming to help them unlock new review opportunities.
As part of Stagwell, Freestar will be integrated into the holding company’s media and commerce division, expanding its owned media portfolio.
The addition of Freestar’s publisher operating system (pubOS) will help strengthen Stagwell’s audience intelligence and offer a more streamlined supply path. While Stagwell’s AI Media Machine will offer access to inventory.
Ben Berentson, chief executive, owned media, Stagwell, said: “Publishers are essential to a healthy media ecosystem, and we believe their long-term success is critical to the future of our industry.
“Freestar has built an exceptional global business helping publishers increase revenue and improve operational efficiency in a complex programmatic landscape. Together, we’ll continue investing in that mission while bringing new capabilities to support their growth and their clients’ success.”
Kurt Donnell, chief executive of Freestar, added: “Freestar has always been focused on helping publishers unlock more value from their businesses.
“The best outcomes happen when advertisers know exactly what they’re buying, and publishers are rewarded for the quality they deliver. Stagwell understands that. Joining them lets us offer publishers new capabilities, while staying true to the publisher-first approach that has always been our north star.”
The acquisition will also bolster the agency’s Future of News initiative, which brings together publishers, marketers, journalists and brand leaders to help support and drive impactful change to the news industry.
