1. How do you strike the balance between optimizing revenue and protecting user experience, especially for content-rich platforms? 

User experience is central to long-term revenue growth. At Freestar, take a holistic approach that considers optimal page layout, page speed, and ad density. Our optimization engine is designed to maximize yield within publisher-defined parameters. For content-rich sites like Fortune, we work closely with editorial and UX teams to ensure monetization complements rather than competes with the user experience.  In fact, we have found that fewer, better-positioned ads result in higher overall publisher yield, aligning with better buyer outcomes that drives sustainable ad performance and ad spend.  In fact, Freestar found that with the improved ad layout, overall revenue actually went up 9%. Revenue has since continued to climb and has now surpassed pre-cleanup levels. Initial findings of this study can be found here.

2. Jeff Li of Fortune mentioned not wanting to “reinvent the wheel.” How did Freestar integrate into their existing ad tech stack without disruption? 

That was a priority from day one. Our solution is built to be modular and interoperable, meaning we can plug into existing infrastructure without forcing a full rip-and-replace. With Fortune, we focused on minimizing disruption and aligning with their existing setup and partnerships, acting more as an extension of their team than a typical vendor.

3. What role does first-party data play in your optimization engine and how do you support clients in activating that data effectively?

First-party data is increasingly valuable as signal loss accelerates. We help publishers activate their data through ID integrations, audience segmentation, and contextual enrichment that feeds into programmatic monetization with all demand partners in the ecosystem. 

4. Do you see hybrid models, where publishers mix internal capabilities with outside expertise becoming the new standard? Why or why not? 

Absolutely. The most sophisticated publishers want control over their stack, but they don’t want to manage everything in-house. We’re seeing more hybrid models where internal teams handle brand and sales strategy, while partners like Freestar provide deep programmatic expertise, infrastructure, and optimization tailored to their needs. It’s a best-of-both-worlds approach that drives efficiency without sacrificing flexibility.

5. Flexibility has become a premium in today’s publishing climate. How do you stay agile while scaling across different kinds of publishers? 

We’ve intentionally built Freestar to avoid a one-size-fits-all approach. Our agility starts with modularity. Every part of our tech stack, from the wrapper to demand configuration and pricing models, is designed to be customizable. With over a decade of experience across a wide range of publisher types, we’ve built flexible systems that can adapt to different goals, user behaviors, and monetization strategies, whether it’s for a news site, utility app, or niche content brand.

Our engineering team prioritizes configurable modules that integrate seamlessly with existing workflows, support varied demand setups, and enable testing of alternative identity or data strategies. We don’t force publishers into a rigid system; we adapt our tech to fit theirs. That interoperability is what allows us to scale across a diverse publisher base while maintaining performance, control, and a more powerful  user experience

6. How do you maintain the balance between being a tech-first company and a strategic partner to publishers?  

We believe great tech only works when it’s paired with great service. That’s why we invest just as heavily in customer success and strategic consulting as we do in engineering. Publishers don’t just want tools, they want insights, collaboration, and a seat at the table. We’ve built our model around listening first, customizing second, and optimizing continuously.