Stagwell acquires publisher monetization firm Freestar

The deal will connect Freestar’s publisher network with Stagwell’s advertising relationships and AI-powered media tools.

Stagwell has acquired Freestar, a technology and monetization partner for digital publishers, to expand its Owned Media capabilities and strengthen its position across media and commerce.

Founded in 2015 by David Freedman, Freestar works with digital media companies across news, gaming and utilities. Its clients include Boston Globe Media, Fortune Media, Legacy and Enthusiast Gaming. The company operates pubOS, its proprietary Publisher Operating System, which combines technology, partner services and publisher support to help media owners improve monetization and operational performance.

Stagwell expands its publisher monetization offering

Ben Berentson, CEO of Owned Media, Stagwell: "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."

Freestar will integrate into Stagwell’s Media and Commerce ecosystem. The companies plan to expand Stagwell’s Owned Media portfolio, improve audience intelligence and streamline the path between advertising supply and activation. The integration is also intended to give Freestar’s publisher customers more direct access to advertisers and marketing tools.

AI to support media buying and publisher growth

Stagwell plans to use its AI Media Machine to support agentic decision-making, matching advertising inventory with relevant audiences and improving the efficiency of campaign activation. The approach is designed to connect advertisers with suitable inventory while helping publishers capture more value from their content and audiences.

Kurt Donnell, CEO, Freestar: "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."

Freestar deal supports Stagwell’s news initiative

The acquisition also supports Stagwell’s Future of News initiative, which brings together publishers, marketers, journalists and brand leaders to promote a sustainable news industry. Freestar’s relationships with digital publishers are expected to complement the initiative’s work with media and advertising stakeholders.

Needham & Company served as Freestar’s exclusive financial advisor on the transaction.

www.stagwellglobal.com

www.freestar.com

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