Taboola announced a partnership with HuffPost UK to embed its DeeperDive Gen‑AI answer engine into the publisher’s website, enabling readers to ask questions and receive instant, journalist‑curated answers sourced from HuffPost’s own content. The integration will keep users engaged on HuffPost’s site rather than redirecting them to external search engines.
DeeperDive uses Taboola’s proprietary, real‑time content database and AI models to deliver contextual responses. While the partnership is a significant milestone for Taboola, it is not the absolute first large‑scale deployment of DeeperDive on a major news outlet; earlier deployments with Gannett | USA Today Network, India Today, and BuzzFeed Asia began in late 2025.
Taboola’s Q4 2025 earnings, released on February 25, 2026, showed an EPS of $0.27 versus analyst expectations of $0.15, a beat of $0.12, and revenue of $522.3 million, up 6.4% year‑over‑year. By April 2026, DeeperDive had reached nearly 7 million monthly active users, underscoring the product’s rapid adoption.
"HuffPost is taking their great history of creating human‑centric, reader‑first news even further with DeeperDive. With DeeperDive, HuffPost readers can enjoy a more personalised experience than ever before, as they ask their own questions and learn about the topics that matter to them most. We look forward to seeing how DeeperDive can drive HuffPost's growth and support the publication as it continues to put people at the heart of its reporting," said Adam Singolda, CEO of Taboola. "The way people access information is changing, but audiences still want high‑quality, trustworthy content. DeeperDive enables us to use AI in a way that is helpful to our audience, without compromising on quality, so that we can continue to provide UK audiences with the accurate and compelling journalism for which HuffPost is known," added Cate Sevilla, Editor‑in‑Chief of HuffPost UK.
The partnership was a catalyst for a positive market reaction, reflecting investor confidence in Taboola’s AI strategy and its ability to secure high‑profile publisher integrations.
Taboola’s move to embed DeeperDive into HuffPost UK signals a broader strategy to monetize its AI capabilities through ad‑supported LLMs. By keeping traffic on publisher sites and offering performance‑based advertising tied to AI‑generated traffic, Taboola aims to build the largest ad‑supported LLM for the open web, creating new revenue streams for publishers while providing a free, high‑quality experience for readers.
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