Taboola is buying a rival adtech company to gain a bigger foothold with lucrative finance clients

Adtech company Taboola has made an offer to acquire Dianomi, a fellow adtech firm specialising in the finance space. The acquisition, announced Friday, would give Taboola relationships with major publishers such as CNN Business, The Wall Street Journal and Reuters, which it does not currently work with. Dianomi's advertiser clients include Bank of America, Charles Schwab and Invesco. According to a financial filing, Taboola has agreed to acquire Dianomi for £19 million, or approximately $25.4 million, in cash.

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