Acquisition: Taboola acquires Dianomi
Taboola is a digital advertising company that places sponsored‑content widgets across publisher websites. Taboola has agreed to acquire Dianomi, a UK‑based adtech firm that specialises in the finance sector, for £19 million (about $25.4 million) in cash, with the transaction potentially worth up to £27 million (roughly $36.1 million) if certain performance conditions are met.
The deal would give Taboola relationships with major publishers that Dianomi already works with — including CNN Business, The Wall Street Journal, and Reuters — as well as access to advertisers such as Bank of America, Charles Schwab, and Invesco. The upfront acquisition valuation represents about a 68% premium to Dianomi’s share price at the close of trading on Thursday. The transaction, disclosed in a financial filing, is subject to approval by regulators and Dianomi shareholders and is expected to be completed before the end of 2026.
Dianomi operates an ad network that places sponsored‑content widgets across publisher sites and focuses on financial advertisers. Last year the UK‑based company saw revenue decline 2% year‑over‑year to £27.4 million (about $36.6 million), primarily reflecting lower publisher traffic and currency effects. This year Dianomi expanded partnerships with CNN News and the Associated Press and introduced a new interactive ad format designed to boost engagement and click‑through rates.
Taboola has been investing in AI‑driven adtech, including its Realize ad platform and other publisher tools, and has pursued partnerships — such as with NBC News for programmatic display sales — and distribution beyond websites via Apple News, Apple Stocks, and Samsung News apps. Taboola said the acquisition would help it win publisher relationships and lucrative finance clients while evolving its offerings beyond traditional native placements.
Taboola told CMO Insider it sees AI opening new advertising opportunities, including conversational ad units on publisher sites that can keep users on pages longer and drive higher engagement. The company said the deal is part of a broader effort to monetise content outside closed platforms.
“Conversational widgets can keep people on pages longer, asking detailed questions, potentially making those users ‘five times’ more valuable than traditional web visitors,” Taboola CEO Adam Singolda said. “The key is to try to monetize everything. Our identity has changed from how I started to what we are now.”
