Taboola has launched a generative AI answer engine called DeeperDive that aims to help publishers compete with AI-powered search while giving users richer, more contextual responses to their questions.
The technology is being adopted in the US by Gannett and the USA Today Network, and in the UK by The Independent. It is designed to work across Taboola’s network of 9,000 publishing partners, responding to user queries with answers drawn from the publisher’s own content and enriched with links to related stories.
The goal, according to the company, is to encourage deeper engagement on publisher websites and reclaim ground lost to large AI engines that scrape news content without consent and redirect traffic away from original sources.
Taboola says DeeperDive is powered by real-time signals from more than 600 million users, which help surface the most relevant articles and answers. The tool is designed to reflect current public interest and point users towards trusted journalism, rather than just providing quick responses.
Publishers will also be able to monetise the product. The results page can include contextually relevant advertising, turning a user’s question into what Taboola describes as a high-intent advertising encounter.
Michael Reed, CEO of Gannett, said the partnership would give USA Today readers “innovative ways to access trusted content.” The Independent’s CEO, Christian Broughton, said the engine would help deepen engagement and strengthen relationships with audiences through high-quality journalism.
Taboola CEO Adam Singolda said the launch of DeeperDive marked a pivotal moment for the open web. He argued that current models for compensating publishers were inadequate and often exploitative. “The industry has to evolve,” he said, adding that AI-powered innovations like DeeperDive should create value for both users and content creators.
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
10
Notes:
The narrative is fresh, with the earliest known publication date being June 11, 2025. No earlier versions with differing figures, dates, or quotes were found. The report is based on Taboola’s official announcement, which typically warrants a high freshness score. No discrepancies or recycled content were identified.
Quotes check
Score:
10
Notes:
The direct quotes from Michael Reed, CEO of Gannett, and Christian Broughton, CEO of The Independent, appear to be original, with no identical matches found in earlier material. This suggests potentially original or exclusive content.
Source reliability
Score:
8
Notes:
The narrative originates from Stock Titan, a financial news aggregator. While it compiles information from various sources, its own reporting is limited. The reliance on Taboola’s official announcement and quotes from reputable industry leaders adds credibility. However, the lack of direct reporting from established news outlets slightly reduces the overall reliability.
Plausability check
Score:
9
Notes:
The claims about Taboola’s DeeperDive align with the company’s previous initiatives, such as the introduction of Abby, a generative AI assistant for advertisers, in October 2024. The integration of generative AI into Taboola’s platform is consistent with industry trends and the company’s strategic direction. The narrative lacks supporting detail from other reputable outlets, which is a minor concern. The language and tone are consistent with corporate communications, and the structure is focused on the main claim without excessive or off-topic detail.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is fresh, with no evidence of recycled content or discrepancies. The quotes appear original, and the source, while an aggregator, relies on credible information. The claims are plausible and align with Taboola’s known initiatives. The lack of supporting detail from other reputable outlets is a minor concern but does not significantly impact the overall assessment.
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