Stagwell acquires publisher ad tech company Freestar

Stagwell, the publicly traded ad holding group, has acquired Freestar, a digital ad company that supports publishers. Why it matters: The acquisition will support Stagwell's owned media arm, which includes media assets such as ReachTV, Ink and Real Clear Politics' parent Real Clear Holdings.It will give Freestar customers better access to Stagwell's suite of marketing tools and its broader suite of advertising clients. Zoom in: As part of the deal, Freestar will be integrated into Stagwell Media's ecosystem, the companies said, making it easier for Stagwell to monetize its media assets. The deal also bolsters Stagwell's Future of News initiative, that aims to support publishers by encouraging advertisers to invest in premium news content. Freestar works with hundreds of publishers and digital brands, including Boston Globe Media, Fortune Media, Legacy and Enthusiast Gaming. What they're saying: In a statement, Freestar CEO Kurt Donnell said joining Stagwell allows the 11-year-old company to offer its publisher clients "new capabilities, while staying true to the publisher-first approach that has always been our north star."Stagwell Owned Media CEO Ben Berentson said the deal will …

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