Taboola plans to acquire Dianomi, a digital advertising specialist serving business, finance and lifestyle audiences, according to a source report. Financial terms were not disclosed. The transaction is expected to close before the end of 2026, subject to regulatory approval and Dianomi shareholder consent.
Dianomi works with more than 600 advertisers and publishers, including Charles Schwab, Invesco, Bank of America, Reuters, CNN Business, The Wall Street Journal and The Times, the source states.
According to the source, the deal strengthens Taboola's Realize platform, which uses first-party data and AI to support performance campaigns across publishers. Dianomi adds a finance-focused advertising network, which the source says could improve access to high-value professional audiences, campaign relevance and conversion rates, monetisation of premium publisher inventory, and Taboola's competitive position against larger digital advertising platforms. Taboola already reaches more than 600 million daily active users through publishers, OEMs and technology partnerships, and Dianomi could add vertical depth rather than simply increasing scale, the source states.
The source reports that Dianomi shares rose sharply following the announcement, while Taboola traded lower, a divergence it attributes to investor uncertainty over valuation, funding, synergies and integration risk.
Risks cited by the source include the pending regulatory and shareholder approvals, undisclosed purchase consideration and potential dilution, difficulty integrating sales, data and technology platforms, dependence on advertising budgets and macroeconomic conditions, privacy regulation limiting data-driven targeting, and execution risk in converting premium reach into measurable performance.
The source advises investors to focus on post-closing metrics such as revenue growth, adjusted EBITDA contribution, advertiser retention, campaign ROI and free-cash-flow impact, and says that until financial terms are disclosed the deal should be viewed as a strategic option rather than a proven value creator.