Taboola has announced that Reach PLC has selected its DeeperDive, a generative AI (Gen AI) answer engine, to enhance user engagement across its digital platforms, including the Express and Daily Star websites. The partnership comes as publishers grapple with the growing influence of AI-driven search engines that scrape content, diminishing traffic and reader engagement. DeeperDive aims to provide solutions to these challenges, allowing publishers to leverage their own content effectively.
Launched in 2025, DeeperDive has been adopted by leading global publishers such as Gannett’s USA TODAY Network, India Today Group, and BuzzFeed Asia, among others. The platform integrates AI capabilities directly into publisher websites, allowing readers to query topics of interest and receive instantaneous, accurate responses sourced from quality journalism. This not only bolsters user experience but also helps publishers sustain audience engagement in a competitive digital landscape.
By utilizing DeeperDive, Reach aims to meet readers where they are, facilitating a shift towards conversational search. “This is an important step for us as we focus on how to reach readers where they are,” said Terry Hornsby, Chief Product & Technology Officer at Reach PLC. The engine empowers users to ask questions, explore topics, and receive customized answers, reinforcing the publisher’s brand as a reliable, innovative destination for news.
Taboola’s CEO and Founder, Adam Singolda, remarked, “Reach PLC is taking their rich history of delivering quality content and with DeeperDive, offering it to readers in a completely new, appealing and innovative way.” He emphasized that publishers adopting DeeperDive are not merely keeping pace with the Gen AI revolution but are leading it. This innovative tool encourages deeper interaction, prompting readers to ask follow-up questions and explore additional content.
DeeperDive is designed with several key features that enhance its functionality. It provides smarter answers by tapping into real-time insights from over 600 million daily active users across a network of 9,000 publisher partners. Unlike traditional Gen AI engines that rely on static training data, DeeperDive pulls information from current trends, allowing it to respond to user queries with relevant, contextual answers. This approach fosters a more humanized search experience, grounded in the immediate interests of the audience.
Furthermore, the platform aims to increase readership and engagement for publishers. Each user question is paired with clear, intuitive answers and links to pertinent articles, which encourages longer visits and deeper exploration of content. By providing real-time, AI-powered content tailored to user interests—from travel to sports—publishers can significantly enhance user retention and loyalty.
In addition to improving user engagement, DeeperDive opens new avenues for revenue generation. The platform enables publishers to insert contextually relevant, high-intent advertisements directly into AI-generated results, allowing them to capitalize on search-like advertising opportunities. This monetization strategy can transform user inquiries into meaningful commercial prospects, all while ensuring a seamless reader experience.
As the digital media landscape continues to evolve, the integration of generative AI technologies like DeeperDive represents a pivotal shift for publishers. By adopting these tools, they not only address immediate challenges posed by AI-driven competitors but also position themselves to thrive in the future. The collaboration between Taboola and Reach PLC underscores a broader trend in the industry: an urgent need for publishers to harness technology to maintain relevance and enhance reader engagement.
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