Gannett Co., Inc. has fully integrated DeeperDive, a generative AI answer engine developed by Taboola, across USA TODAY’s platform, reaching over 195 million monthly unique visitors. As the first U.S. publisher to deploy this technology, Gannett leverages DeeperDive to deliver AI-driven conversational responses rooted in trusted journalism, enhancing reader engagement and opening new revenue streams through higher advertising CPMs and potential subscriber growth. Please see the finance card above for GCI’s stock details, currently at $4.37 USD with a $640.7M market cap.
DeeperDive enables USA TODAY readers to engage in AI-driven conversations, pulling real-time, high-quality content from USA TODAY and its 220+ local properties. Unlike general-purpose AI search engines that may scrape content without permission, DeeperDive ensures responses are sourced exclusively from Gannett’s trusted journalism, addressing ethical concerns around content licensing and misinformation risks. The platform’s ability to understand user queries delivers tailored insights, such as local travel tips or political updates, fostering deeper trust and engagement.
“Fully embedding DeeperDive as part of USA TODAY is a first for the industry, but it’s especially significant for our brand as we embrace innovation for the benefit of our readers,” said Michael Reed, Chairman and CEO, Gannett | USA TODAY Network. “The Taboola partnership gives us the opportunity to further deliver on our promise to enrich and empower the communities we serve.”
The integration is poised to drive stronger advertising CPMs by delivering curated ads tied to high-intent reader queries, with plans to test advertising LLM experiences in Q4 2025. Gannett also anticipates increased subscriber conversions as engaged readers interact with relevant content. The next phase will introduce AI agents to facilitate seamless purchasing, aligning with reader interests and creating new transactional revenue streams. This aligns with Gannett’s broader AI strategy, including a July 2025 content licensing deal with Perplexity.
“We believe this is a once-in-a-generation opportunity for publishers and the Open Web. With DeeperDive, we’re moving the industry from Pageviews to Generative AI Conversations, and from clicks to transactions,” said Adam Singolda, CEO & Founder, Taboola.
Gannett’s stock, as shown in the finance card, has risen 6.3% over the past month to $4.37, reflecting optimism in its digital transformation despite a year-to-date decline from $5.62 in September 2024. The DeeperDive rollout, following a successful beta launched in June 2025, positions Gannett to combat declining traffic and compete in the $300B+ digital advertising market by leveraging AI to retain audience trust and monetize engagement.
Gannett Co., Inc. is a diversified media company with a portfolio including USA TODAY and 220+ local U.S. brands, plus Newsquest in the UK. Reaching 140 million monthly unique visitors, it delivers trusted journalism and digital marketing solutions via LocaliQ, focusing on community engagement and sustainable growth.
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