Stagwell Acquires Publisher Ad Tech Firm Freestar to Bolster Owned Media Arm

Stagwell, the publicly traded ad holding group, has acquired Freestar, a digital ad company that supports publishers, the companies said. Financial terms were not disclosed. Freestar will be integrated into Stagwell Media's ecosystem, giving its publisher clients access to Stagwell's marketing tools and advertising clients while making it easier for Stagwell to monetize its owned media assets, which include ReachTV, Ink and Real Clear Holdings. The deal also supports Stagwell's Future of News initiative, which encourages advertisers to invest in premium news content. Freestar, an 11-year-old company, works with hundreds of publishers and digital brands, including Boston Globe Media, Fortune Media, Legacy and Enthusiast Gaming. Freestar CEO Kurt Donnell said joining Stagwell lets the company offer publisher clients "new capabilities, while staying true to the publisher-first approach that has always been our north star."