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Reach PLC has partnered with Taboola to implement DeeperDive, a generative AI-powered answer engine that operates directly on publisher websites. The deployment will roll out across key Reach properties, including Express and Daily Star. DeeperDive enables readers to ask natural-language questions about topics of interest and receive instant, contextual answers sourced exclusively from the publisher’s own high-quality, journalist-created content. This approach helps publishers retain traffic and strengthen reader loyalty amid competition from external AI search engines that extract content without driving direct engagement.
Publishers face increasing pressure from generative AI search tools that aggregate and summarize content, often diverting traffic away from original sources. DeeperDive counters this by bringing advanced AI capabilities in-house, allowing readers to engage conversationally while remaining within the trusted publisher environment. Answers draw from years of editorial expertise—such as specialized travel advice or in-depth sports reporting—ensuring accuracy and relevance rooted in the publisher’s own journalism.
The engine also proactively suggests questions aligned with trending topics and reader interests, guiding users toward deeper exploration. By linking directly to additional stories on the same site, DeeperDive increases session duration, enhances content discovery, and reinforces brand loyalty.
“This is an important step for us as we focus on how to reach readers where they are, with conversational search becoming increasingly common. DeeperDive gives us the ability to continue that focus, giving readers the ability to learn more and explore topics they care about. Taboola has been a great partner for us as we continue to harness generative AI and apply to our everyday user journey,” said Terry Hornsby, Chief Product & Technology Officer at Reach PLC.
“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,” said Adam Singolda, CEO and Founder, Taboola. “Publishers who adopt DeeperDive aren’t just keeping up with the GenAI revolution, they’re leading it, on their terms. We’re creating a new user habit, one where readers lean in, ask follow-up questions, and stay to explore. We’re also giving publishers the potential to unlock even more ways to grow.”
Since its 2025 launch, DeeperDive has been adopted by major publishers including Gannett | USA TODAY Network, India Today Group, BuzzFeed Asia, and The Bangkok Post. The solution combines Taboola’s advanced AI with real-time engagement signals from its vast network, delivering smarter, more diverse answers that reflect what people are actively reading and discussing.
DeeperDive opens additional revenue streams by enabling publishers to insert high-intent, contextually relevant advertisements into the AI results experience, capturing commercial value from user inquiries while preserving a seamless reader journey.
About Taboola
Taboola empowers businesses to grow through performance advertising technology that goes beyond search and social and delivers measurable outcomes at scale. Taboola works with thousands of businesses who advertise directly on Realize, Taboola’s powerful ad platform, reaching approximately 600M daily active users across some of the best publishers in the world. Publishers like NBC News, Yahoo, and OEMs such as Samsung, Xiaomi and others use Taboola’s technology to grow audience and revenue, enabling Realize to offer unique data, specialized algorithms, and unmatched scale.
About Reach We’re
Reach plc and we’re proud to be the UK and Ireland’s largest commercial news publisher. We connect with people on and offline, sharing our trusted content through 120+ brands, from household names like the Mirror, Express, Daily Record and Daily Star, to local titles like MyLondon, BelfastLive and the Manchester Evening News, plus our growing US brands like the Irish Star. We are in the communities we serve, we understand people’s values and passions, and we reach people where they live - whether that’s their neighbourhood newsstand, their social feed or their favourite app. That’s why every month we reach 70% of the UK online population,10% of the US population, and over 100m social followers around the world.
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