Taboola’s acquisition of Dianomi is being framed as an expansion into finance advertising, but the deal terms show how important Dianomi’s publisher relationships are.
The UK adtech company works with more than 250 publishers, including Reuters, CNN Business, The Times and The Wall Street Journal, alongside advertisers such as Charles Schwab and Invesco.
Taboola will pay £19 million upfront. Dianomi shareholders can receive another £8 million if selected publishers move onto agreements containing Taboola terms, including exclusivity, code-on-page requirements and minimum 24-month contracts.
The final payout also depends on how much revenue those publishers generate.
That makes publisher retention a direct part of the acquisition price.
Why Dianomi matters
Dianomi has already felt the effects of changing search behavior.
Platform impressions fell 14.1% in 2025, while average monthly unique devices dropped 13.5%. The company said AI-generated summaries and zero-click search contributed to lower readership at some publishers.
The picture improved in the first half of 2026, with impressions up 10%, helped by expanded relationships with CNN and the Associated Press.
For Taboola, Dianomi adds premium finance and business inventory it can plug into Realize, along with advertiser and publisher relationships that would take time to build from scratch.
Our take
The finance angle is obvious, but the contract terms are more revealing.
Taboola is not paying the full £27 million upfront. A meaningful part of the price depends on keeping important Dianomi publishers under longer agreements and generating revenue from them.
At a time when search traffic is becoming less predictable, access to those publisher relationships is becoming more valuable.
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