Media giant Reach, the company which has over 120 brands including The Mirror, Express, Daily Star, Manchester Evening News, and BelfastLive. is aiming to tackle the likes of Google’s AI Overviews tool by implementing a new tech solution, designed to ensure reader engagement stays strong, both in the short and long term.
The company is adopting Taboola’s DeeperDive, a GenAI 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 boost reader engagement .
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.
It is claimed that DeeperDive brings the power of GenAI search engines directly onto publisher websites, tapping into years of proprietary, real-time, quality content created by journalists and editors across the open web.
Readers can ask questions about topics they are 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.
Reach chief product and technology officer Terry Hornsby said: “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.”
Taboola founder and CEO Adam Singolda added: “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.”
The Google AI Overviews tool was first launched in early 2024, and results are now displayed at the top of most standard Google searches. Publishers claim that in searches including AI Overviews, people are far less likely to click through to third-party websites, instead remaining on Google.
Last July, groups representing publishers filed antitrust complaints with the European Commission and the UK’s Competition & Markets Authority over AI Overviews, arguing the feature is an abuse of Google’s dominant position in online search. The groups also asked for an interim measure to prevent irreparable harm.
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