In a strategic move aimed at redefining its digital ad game, Fortune Media has partnered with Freestar, the ad tech firm known for optimizing monetization strategies for publishers and e-commerce platforms. The collaboration gives Fortune.com access to Freestar’s cutting-edge advertising stack, proprietary algorithms, and a hands-on team of ad tech engineers, promising a measurable lift in ad revenue without disrupting editorial flow.
The deal comes at a time when media companies are under increased pressure to balance monetization with user experience. With display advertising performance often tied to a complex blend of tech, demand relationships, and site architecture, many publishers are rethinking their ad ops stacks—and looking outward for answers.
Tech That Works Behind the Scenes
Freestar brings to the table its Dynamic Ad Stack and smart flooring algorithm, both designed to increase yield by optimizing bidding behavior across programmatic ad auctions. But the real draw for Fortune appears to be Freestar’s consultative approach—a white-glove service layer that functions like an extension of an in-house ad operations team.
“Freestar is meeting us where we’re at,” said Jeff Li, head of business development at Fortune. “We didn’t want to completely reinvent the wheel—just make it run faster. Their flexibility and expertise are helping us evolve our ad strategy while letting our editorial team stay focused on what they do best.”
Flexibility Is the New Premium
In contrast to rigid ad stack implementations that require publishers to overhaul systems, Freestar emphasizes adaptability. This allows media brands to retain parts of their existing ad tech stack while plugging into new components that optimize performance. The approach resonates in an industry that’s increasingly moving away from one-size-fits-all solutions.
Heather Carver, Chief Revenue Officer at Freestar, underlined the value of pairing technology with personalized support: “Great tech is just the start. By embedding our team into our partners’ operations, we help them achieve real, sustainable results—not just flash-in-the-pan spikes.”
Why It Matters in Today’s Publishing Climate
This partnership signals a broader industry trend: traditional publishers leaning into agile, hybrid ad strategies that fuse in-house know-how with external specialization. As third-party cookies fade and first-party data strategies evolve, publishers like Fortune are preparing for a future that demands both flexibility and performance.
It’s also a timely reminder that programmatic success isn’t just about better algorithms—it’s about better alignment. By choosing a partner that complements their internal strengths, Fortune is betting on a more tailored approach to digital revenue growth.
Whether this signals more legacy publishers will follow suit remains to be seen—but it’s clear that standing still in the evolving ad tech landscape isn’t an option.
