Taboola is buying a rival adtech company to gain a bigger foothold with lucrative finance clients
Taboola CEO Adam Singolda said the company is on a mission to "monetize everything" outside of closed platforms such as Google and Meta.
Adtech firm Taboola has made a bid to acquire rival company Dianomi in an attempt to expand its presence in the lucrative finance advertising market. The proposed acquisition, valued at £19 million ($25.4 million) in cash, could see Taboola secure partnerships with major publishers like CNN Business, The Wall Street Journal, and Reuters.
A successful deal, which could be worth up to £27 million ($36.1 million) with performance conditions, would mark a 68% premium to Dianomi's current share price. This strategic move comes as Dianomi has faced challenges in recent years, with revenue declining 2% year-over-year. However, the acquisition presents new opportunities for Taboola, such as leveraging conversational ad units that could make users five times more valuable than traditional visitors.
The deal is expected to close before the end of 2026, pending regulatory approval and shareholder consent.
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