Reach Selects DeeperDive From Taboola, Gen AI Answer Engine Built for the Open Web, to Connect Readers with Timely, Contextual Answers for Topics They Care About
Rhea-AI Summary
Taboola (NASDAQ: TBLA) announced on Feb 5, 2026 that Reach selected DeeperDive, Taboola’s GenAI answer engine, to deploy across Reach sites including Express and Daily Star. The tool surfaces contextual answers from publisher content, prompts follow-ups, and links to related articles.
Taboola says DeeperDive uses real-time engagement signals from its network to deliver timely answers and can insert contextually relevant ads, aiming to increase reader engagement, time on site, and publisher ad opportunities.
Positive
- Reach will deploy DeeperDive across Express and Daily Star
- DeeperDive uses publisher-owned content to deliver contextual answers
- Potential to increase reader time-on-site and content exploration
- Ability to insert contextually relevant ads into AI results pages
Negative
- No financial terms or revenue guidance disclosed for the Reach agreement
- Claimed ad-revenue potential lacks quantified near-term impact or timeline
Key Figures
Market Reality Check
Peers on Argus
TBLA was down 1.84% while peers showed mixed moves: BMBL +0.93%, GRPN +0.37%, EVER -4.71%, CARS +1.27%, FVRR -1.80%, indicating stock-specific factors rather than a sector-wide AI or internet content move.
Previous AI Reports
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 28 | AI ad study results | Positive | -0.5% | Large field study showed AI-generated ads matching human creatives on performance. |
| Nov 25 | DeeperDive deployment | Positive | +2.5% | BuzzFeed Asia adopted DeeperDive across multiple APAC sites to boost engagement and ads. |
| Nov 18 | DeeperDive deployment | Positive | +0.6% | The Bangkok Post rolled out DeeperDive using its archive and Taboola’s network data. |
| Oct 07 | DeeperDive launch APAC | Positive | -2.1% | India Today Group became first APAC partner to deploy DeeperDive on its sites. |
| Sep 15 | USA TODAY rollout | Positive | +0.0% | USA TODAY fully implemented DeeperDive for 195M monthly visitors to drive engagement. |
AI-related announcements often show mixed or muted next-day reactions, with several positive DeeperDive updates not consistently translating into gains.
Over the past months, Taboola has repeatedly highlighted AI and DeeperDive partnerships. Prior AI-tagged news includes large-scale research on AI ad performance and multiple DeeperDive deployments with USA TODAY, India Today Group, The Bangkok Post, and BuzzFeed Asia. Price reactions have ranged from modest gains to small declines, suggesting that while AI initiatives are recurring milestones, the market response has often been restrained or inconsistent, providing context for how today’s Reach agreement fits into an ongoing DeeperDive rollout story.
Historical Comparison
Recent AI-tagged releases, mainly DeeperDive partnerships and one large AI ad study, have averaged a modest move of 0.11, suggesting generally tempered reactions to similar AI news.
AI-tagged news shows a steady progression of DeeperDive deployments from USA TODAY to APAC publishers and now additional partners, alongside data-backed studies highlighting AI ad effectiveness.
Market Pulse Summary
This announcement extends Taboola’s DeeperDive AI answer engine to Reach properties such as the Express and Daily Star, adding to prior deployments with USA TODAY, India Today Group, The Bangkok Post, and BuzzFeed Asia. DeeperDive leverages data from 600 million daily active users and 9,000 publisher partners to drive engagement and on-site monetization. Investors may watch how additional publisher wins, usage trends, and upcoming earnings disclosures quantify the business impact of these AI partnerships.
Key Terms
gen ai technical
AI-generated analysis. Not financial advice.
NEW YORK, Feb. 05, 2026 (GLOBE NEWSWIRE) -- Taboola (NASDAQ: TBLA) today announced that Reach has selected DeeperDive, a Gen AI answer engine that lives directly on publisher websites and leverages their own content. As part of the agreement, Reach will use DeeperDive across sites including Express and Daily Star.
Today’s publishers face growing challenges from Generative AI-powered search engines that scrape their content, impacting their traffic. Publishers continue to seek out new methods and technologies to stay competitive to ensure reader engagement stays strong, both in the short and long term.
Since launching in 2025, many of the world’s top publishers have implemented DeeperDive to meet these challenges head on, including Gannett I USA TODAY Network, India Today Group, BuzzFeed Asia, The Bangkok Post, and more.
DeeperDive brings the power of GenAI search engines directly onto publisher websites, tapping into years of proprietary, real-time, high-quality content created by journalists and editors across the open web. Readers can ask questions about topics they’re interested in, and have AI provide answers instantly, sourced from trusted journalists such as the best travel desk or top sports reporters.
DeeperDive also prompts questions that may be of interest to readers, delivers direct responses, and surfaces additional context and stories from the same publisher site.
By meeting users with intuitive, conversational interfaces and instant, relevant answers, Reach can stay competitive in a rapidly shifting digital landscape and reinforce their brand as a trusted, forward-thinking destination.
“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.”
DeeperDive is built to provide:
- Smarter, more diverse answers for readers: Readers receive rich, multifaceted answers, based on Taboola’s advanced AI and real-time insights from over 600 million daily active users across a global network of 9,000 publisher partners. Unlike traditional GenAI engines that rely on static training data, Taboola understands what people are actively reading and engaging with — across topics, geographies, and moments. This unique “pulse of the internet” allows DeeperDive to surface timely, contextual answers and even suggest questions based on current trends. The result is a richer, more human search experience rooted in what truly matters to real people — right now, on the site they trust.
- Increased readership and engagement for publishers: Every reader question is met with a clear, intuitive answer, along with links to relevant and timely articles from across the publisher’s site. This keeps users engaged longer and encourages deeper content exploration. For the first time, publishers can engage their audience with real-time, AI-powered content tailored to the user, whether it's about travel plans, a favorite sports team, or important financial decisions, meaningfully increasing time on site and reader loyalty.
- Unlocking high-intent ad revenue opportunities and owning the future with AI agents across high intent categories: DeeperDive has the potential to create a new monetization channel for publishers starting by inserting contextually relevant, high-intent ads directly into the AI-powered results page. Publishers can capture search-like advertising revenue within their own environments — turning user inquiries into meaningful commercial opportunities, all while maintaining a seamless reader experience.
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
For more information, visit reachplc.com
Disclaimer – Forward-Looking Statements
Taboola (the “Company”) may, in this communication, make certain statements that are not historical facts and relate to analysis or other information which are based on forecasts or future or results. Examples of such forward-looking statements include, but are not limited to, statements regarding future prospects, product development and business strategies. Words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions are intended to identify such forward-looking statements but are not the exclusive means for identifying such statements. By their very nature, forward-looking statements involve inherent risks and uncertainties, both general and specific, and there are risks that the predictions, forecasts, projections and other forward-looking statements will not be achieved. You should understand that a number of factors could cause actual results to differ materially from the plans, objectives, expectations, estimates and intentions expressed in such forward-looking statements, including the risks set forth in the Company’s Annual Report on Form 10-K for the year ended December 31, 2024 under Part 1, Item 1A “Risk Factors” and our subsequent filings with the Securities and Exchange Commission. The Company cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. The Company does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.
Contact Dave Struzzi dave.s@taboola.com
FAQ
Which Reach sites will use Taboola DeeperDive and when will deployment occur for TBLA?
What does the Reach deal mean for Taboola (TBLA) product strategy?
How does DeeperDive source answers and keep content tied to publishers for TBLA?
Will DeeperDive create new ad revenue opportunities for Reach and TBLA shareholders?
Did Taboola disclose financial terms or expected revenue impact of the Reach agreement (TBLA)?
