Stagwell Buys Publisher Ops Specialist Freestar

Stagwell has acquired Freestar, which helps publishers manage operations and monetize their output. The marcoms group says the buy - price undisclosed - will expand its Owned Media portfolio, enhance audience intelligence, help streamline its supply path and strengthen its Future of News initiative.

Headquartered in Scottsdale, AZ, Freestar provides digital media brands with pubOS - the 'Publisher Operating System' - which includes an integrated partner marketplace and helps them to maximize revenue and 'navigate the AI Age.' The deal gives Stagwell's Media and Commerce segment expanded media capabilities and offerings for clients, while Freestar customers will have more direct access to advertisers and tools. Stagwell's Future of News initiative, supported by its investment in Real Clear holdings, aims to support news brands and 'reinvigorate the relationship between news and marketing'.

Ben Berentson (pictured), CEO, Owned Media at Stagwell, comments: '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.'

'The best outcomes happen when advertisers know exactly what they're buying, and publishers are rewarded for the quality they deliver,' says Kurt Donnell, CEO of Freestar. '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.'

Web sites: www.stagwellglobal.com and www.freestar.com .