Dianomi

Dianomi is a native advertising platform for finance, business and lifestyle brands, placing ads beside editorial in premium publications, bought by bid.

Dianomi gives financial services, investment and business brands a way to appear inside the business and finance publications their customers already read. Its ads sit beside contextually relevant editorial, in the article, below it, in feeds and in the right rail, rather than in banner slots. Dianomi PLC builds and runs the platform; Rupert Hodson, Raphael Queisser and Cabell de Marcellus founded the company in 2003. Advertisers work in MyDianomi, a self-serve account, with an account manager alongside. Campaigns run in several formats: standard native ads, Native Verified, App Download, ads built from an RSS feed, outstream video, podcast, Canvas, display and the branded Content Hub. Dianomi Audiences targets readers by the content and engagement data of the publisher network, and the Audience Manager builds retargeting lists from visits to the advertiser's own site. Supply Manager blocks single publishers or whole publisher groups across new campaigns, and Publisher Bidding raises or lowers the bid for each one. Each ad variant earns a Score from its CPC and click-through rate, and the higher-scoring variant is shown more often. The platform is built for marketing teams at financial services, investment, business and luxury brands that need affluent, business-minded readers. Agencies buy it on net CPC, and app marketers measure installs through their attribution tools. Spend is set by bid: native ads are paid per click, while video and Content Hub campaigns are paid by viewable impressions. Publishers in finance, business and lifestyle use the same platform to sell their inventory to that demand. A typical campaign sends readers of finance editorial to an investment or banking product page, or to an app download. Conversions come back through the image pixel or, as Dianomi advises, a server-to-server postback, which also suits app installs tracked in AppsFlyer or Adjust. Clicks by Publisher and Actions by Publisher show which titles deliver, and the Analytics API moves those numbers into an in-house dashboard. Brands that measure with DoubleVerify, Integral Ad Science or Google Campaign Manager attach their own trackers to each ad. Buyers who prefer programmatic deals reach the premium inventory through a private marketplace.