Taboola announced that Reach plc has selected its DeeperDive AI answer engine for deployment across several of the publisher’s sites, including Express and Daily Star. The partnership marks the first large‑scale implementation of DeeperDive, a conversational AI tool that delivers instant answers directly on publisher pages by leveraging the publisher’s own content.
The deal is a strategic milestone for Taboola, which has been positioning DeeperDive as a counter‑measure to the traffic erosion caused by generative‑AI search engines. By keeping readers on publisher sites, DeeperDive aims to create a new user habit that keeps audiences engaged and reduces the likelihood that they will leave for AI‑powered search results. The partnership signals Taboola’s intent to become a core technology partner for publishers navigating the AI‑driven media landscape.
For Reach plc, adopting DeeperDive is a proactive response to the growing threat of AI search engines that scrape content without compensation. The company’s Chief Product & Technology Officer, Terry Hornsby, noted that Taboola has been a great partner as Reach continues to harness generative AI to enhance the everyday user journey. The deployment is expected to help Reach retain page views and advertising revenue by keeping readers on its own platforms.
The collaboration positions both companies to capture a share of the rapidly expanding AI‑enabled publishing market. Taboola’s investment in AI, including the launch of DeeperDive in June 2025 and other AI tools for ad creation, is complemented by Reach’s digital growth strategy, which has included experimenting with AI‑powered content aggregation. The partnership could accelerate revenue growth for Taboola’s AI segment and provide Reach with a competitive edge against other publishers that have yet to adopt similar technology.
Adam Singolda, Taboola’s CEO and Founder, said, “Publishers who adopt DeeperDive aren’t just keeping up with the GenAI revolution, they’re leading it.” Hornsby added, “Taboola has been a great partner for us as we continue to harness generative AI and apply it to our everyday user journey.”
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