"We do not comment on market speculation or rumors," Bats spokeswoman Hannah Randall told CNBC.
CBOE spokeswoman Suzanne Cosgrove also said the firm does "not comment on rumors or market speculation."
An agreement between Bats and the options exchange operator could be announced in the next several weeks, the Bloomberg report said, noting that no final decision has been made and the talks may still fall apart. BATS shares briefly climbed 25 percent in premarket trade Friday.
Shares of CBOE Holdings swung on the news and gained 1 percent on Friday. They still hold gains of more than 8 percent for the year so far.