Freestar Acquires Sortable To Strengthen Publisher Offering

The ad management space is consolidating. Freestar acquired Sortable Wednesday in a deal that expands Freestar’s inventory by 30% and increases its staff from 90 to 130 people. The acquisition is “completely additive” on multiple fronts, Freestar CEO Kurt Donnell said. The two companies have zero client overlap since ad management firms form exclusive relationships with publishers to manage their advertising. With the deal, Freestar will approach 1,000 publisher clients. All of Sortable’s staff will join Freestar.