Taboola launches DeeperDive AI answer engine for publishers

Taboola announced DeeperDive on June 11, 2025, four days ago. The company described this as an "industry-first Gen AI answer engine designed to live directly on publisher websites." Major media organizations Gannett | USA TODAY Network and The Independent joined as launch partners.

DeeperDive operates by embedding AI-powered search functionality directly within publisher websites rather than redirecting traffic elsewhere. According to Taboola, the technology draws from "years of proprietary, real-time, high-quality content created by journalists and editors across the open web." This approach contrasts sharply with traditional AI search engines that typically aggregate content from multiple sources.

The system leverages data from Taboola's network of 600 million daily active users across 9,000 publisher partners. According to the company, this "pulse of the internet" enables DeeperDive to surface current trends and suggest questions based on real-time engagement patterns. The technology differs from conventional AI engines that rely on static training data.

Publisher implementation requires integration of DeeperDive's interface components within existing websites. The system analyzes user queries and generates responses using content exclusively from the host publisher's archive. Each answer includes links to relevant articles from the same site, maintaining user engagement within the publisher's digital environment.

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Technical specifications indicate DeeperDive processes natural language queries similar to popular AI assistants. The system then searches the publisher's content database and constructs responses using advanced language models. According to Taboola, this process occurs in real-time, enabling immediate responses to user inquiries.

Revenue generation mechanisms include contextually relevant advertisements integrated within AI-generated responses. According to Taboola, this creates "search-like advertising revenue within their own environments." The company positioned this as an alternative to traditional display advertising, targeting higher-intent commercial opportunities.

Gannett | USA TODAY Network implemented DeeperDive across its digital properties first in the United States. The media conglomerate operates approximately 220 local markets across 43 states. According to the company, its digital platforms reach approximately 140 million monthly unique visitors.

According to Michael Reed, Chairman and Chief Executive Officer at Gannett, "We see an opportunity to give our readers an innovative new way to explore our trusted content on our properties." Reed emphasized the combination of USA TODAY Network's journalism with Taboola's AI capabilities.

The Independent deployed DeeperDive across its British operations, including its recently launched Bulletin service. According to Christian Broughton, CEO at The Independent, the technology "has the potential to amplify the agenda-setting journalism we produce, build deeper engagement, and allow us to build even deeper relationships with our audience."

Publishers currently face significant traffic reduction from AI-powered search engines. According to various industry analyses, generative AI search platforms scrape publisher content without compensation while reducing referral traffic. DeeperDive addresses these challenges by keeping AI interactions within publisher websites.

The announcement followed Taboola's recent product launches targeting publisher revenue optimization. On June 4, 2025, the company introduced Predictive Audiences, an AI targeting system that generated 270% conversion improvements for early adopters. This builds on previous AI initiatives including Abby, a campaign creation assistant launched in October 2024.

Taboola's DeeperDive competes with emerging AI answer engines from established technology companies. Brave Search launched its Answer with AI feature in April 2024, processing queries from its independent index of 20 billion web pages. Google continues developing AI mode for search, featuring conversational query capabilities.

DeeperDive processes queries using Taboola's proprietary algorithms combined with individual publisher content databases. The system analyzes engagement patterns across Taboola's global network to identify trending topics and suggest relevant questions to users. This real-time analysis differentiates DeeperDive from static AI training models.

The platform integrates with existing content management systems used by major publishers. According to technical documentation, DeeperDive requires API connections to publisher databases enabling real-time content indexing and search functionality. The system maintains separate content silos for each publisher partner.

Data processing occurs through Taboola's cloud infrastructure rather than requiring on-premise hardware installations. Publishers access DeeperDive through JavaScript integration within their websites. The system scales automatically based on query volume and content database size.

DeeperDive represents a significant shift in publisher monetization strategies. According to Adam Singolda, CEO and Founder of Taboola, the technology enables "the shift from 50 cents per click to $500 per conversion, right on the publisher's site." This suggests higher revenue potential compared to traditional display advertising.

The platform targets high-intent commercial categories including travel, finance, sports, and e-commerce. According to Taboola, these sectors generate stronger conversion rates when users research and make purchasing decisions. DeeperDive positions publishers to capture this commercial intent directly rather than losing traffic to external platforms.

Marketing professionals should monitor DeeperDive's adoption patterns across major publisher networks. The technology potentially alters how consumers discover products and services through editorial content. Brands maintaining relationships with major publishers may find new opportunities for contextual advertising within AI-powered interfaces.

Search engine optimization strategies may require adjustment as DeeperDive gains adoption. Content creators currently optimizing for traditional search engines might need to consider how AI answer engines process and present information. Publishers using DeeperDive could prioritize comprehensive, authoritative content that performs well in conversational AI contexts.

Taboola announced plans to expand DeeperDive availability across its publisher network throughout 2025. The company indicated potential integration with AI agent technologies for automated commerce transactions. According to Singolda, this evolution could enable publishers to "own high-intent moments with AI agents across categories."

The broader digital advertising industry continues adapting to AI-powered search technologies. Microsoft's agentic web architecture, announced at Build 2025, suggests traditional web browsing patterns may change significantly. Publishers implementing DeeperDive position themselves for potential shifts toward agent-based information consumption.

Competitive responses from other advertising technology companies remain limited. Google's Search Generative Experience continues development within its existing search infrastructure. Other AI answer engines focus primarily on aggregating content from multiple sources rather than embedding within individual publisher websites.

According to Singolda, "The open web thrives when innovation and fairness go hand in hand. It's simply not sustainable for Gen AI engines to rely on publisher content while sending little traffic and compensating only a select few." This statement reflects broader industry tensions regarding AI content usage and publisher compensation.

DeeperDive's success depends on adoption rates among major publishers and user acceptance of embedded AI interfaces. The technology requires significant behavioral changes from readers accustomed to traditional website navigation patterns. Early performance metrics from Gannett and The Independent will likely influence broader industry adoption.

DeeperDive creates a new paradigm for content-based marketing strategies. Publishers can now retain users within their digital properties while providing AI-powered information discovery. This shift potentially increases the value of editorial partnerships and content marketing investments.

Brands should evaluate partnerships with publishers implementing DeeperDive technology. The platform's high-intent advertising capabilities could generate stronger returns compared to traditional display campaigns. Companies in travel, finance, and e-commerce sectors may find particular value in DeeperDive's contextual advertising opportunities.

The technology also signals broader changes in how consumers interact with information online. Marketing teams must consider how AI answer engines affect customer journey mapping and content strategy. Publishers using DeeperDive may capture more decision-making moments previously lost to external search engines.

Performance measurement requirements will likely evolve as DeeperDive gains adoption. Marketing professionals should prepare for new attribution models and engagement metrics specific to AI-powered publisher interfaces. Traditional click-through rates and session duration metrics may require supplementation with conversation-based engagement indicators.

Timeline

• June 11, 2025: Taboola announces DeeperDive AI answer engine for publisher websites
• June 4, 2025: Taboola launches Predictive Audiences AI targeting system with 270% conversion improvements
• May 21, 2025: Microsoft announces agentic web architecture at Build 2025 conference
• April 17, 2024: Brave Search launches Answer with AI feature for independent search
• October 15, 2024: Taboola introduces Abby AI assistant for campaign creation
• August 28, 2024: Taboola expands Maximize Conversions AI bidding to all advertisers
• July 24, 2024: Taboola launches Audience AI platform for publisher traffic growth