Native Advertising Marketplace Dianomi Fuels Growth, Onboards Additional Financial and Business Publishers as well as Premium Brands to its Native-at-Scale Environment

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Originally published on MarTech Series

Unique Ability to Reach the Financial Web Drives 64% YOY Revenue Growth in US in Q3 and Underscores its Role as a Key Revenue Stream for Publishers and In-Context Solution for Premium Brands

In an otherwise disruptive and challenging year in the publishing industry, Dianomi, the financial and business-focused native ad marketplace for premium brands and publishers, reported 58% revenue growth on a year over year basis, as well as an expanded roster of the world’s leading business and financial publishers as well as new brands. The company now serves more than 8.5 billion ads on 220 premium publications, reaching more than 340 million readers per month across the U.S., EMEA, and APAC.

“During the pandemic, we saw media consumption among the professional and business-minded audiences our publishers serve continue to grow and sustain,” said Rupert Hodson, CEO and co-founder of Dianomi. “Brands are seeing that our audiences seek out information to help them manage their businesses, their clients and their own portfolios, unlike the general population, which has experienced dips from news or election fatigue. They also appreciate being able to precisely connect with readers with relevant information about topics they’re actively leaning into, whether that’s more on asset classes like Gold or ETFs or on socially responsible or conservative investment strategies.”

Publishers who have joined or expanded their presence on the Dianomi platform include Dow Jones titles such as Barron’s, MarketWatch and The Wall Street Journal as well as The Washington Post, Kiplinger, The Times (of London), New York Magazine, The Age, The Sydney Morning Herald and TMX Money.

In addition, financial institutions and other premium brands who have begun working with Dianomi to better reach affluent, professional audiences include Aramco, FXCM and Schroders.

“Readers around the world are seeking out our trusted news, information and analysis to help them make their most important decisions in these uncertain times,” said Dan Shar, Chief Commercial Officer, Barron’s Group and GM, MarketWatch. “Our partnership with Dianomi centers around collaboration as we work together to think creatively about the best ways to provide maximum value to our readers.”

“Though most revenue channels were set back this year, Dianomi has been an outlier, growing monetization against all odds,” said Andy Price, Head of Revenue Operations US for Kiplinger’s parent, Dennis Publishing. “They have been a partner to us for almost a decade now, thanks to the impressive brands they work with and the quality of their content recommendation. Their reliable performance and commitment to quality standards have been invaluable, more than ever this year.”

“Dianomi has been a wonderful partner, consistently delivering advertising content that has exceeded our expectations and objectives,” said Kaja Szczechura, Head of Media Activation & Performance, Net Natives for NYU Stern School of Business.

“I have been using Dianomi’s native advertising services for a number of years, across different organisations and I’ve always been impressed with the reach and effectiveness of the platform. It’s also a real pleasure working with the team who are always willing to discuss different ways to target very niche audience groups,” said Caleb Culverwell, Senior Content Marketing Manager, Barclays Private Bank.

As brands look to reallocate ad budgets from social platforms and third-party, data-targeted display to more brand-safe environments, Dianomi rolled out a premium lifestyle vertical in H2 2020 to answer to advertiser demand for more premium, in-context and brand-safe solutions that operate at scale. Based on the same premise as its financial vertical, Dianomi’s lifestyle network is built on contextually relevant, premium publishers with cookieless targeting and charged on a performance basis. Dianomi has proven its ability to bring premium brands and publishers in the professional services and financial industries together and is building upon that expertise for lifestyle brands and publishers, starting initially with automotive, fashion, travel and hospitality verticals.