Taboola’s next act: an AI answer engine for publishers

More publishers are turning to AI-powered search and chatbot tools to make their sites stickier to users and offset the impact of zero-click search. 

HuffPost UK, Reach and USA Today Co., are among the latest to add a new AI answer engine toolbar from Taboola, to answer users’ questions with a few AI-generated paragraphs and surface relevant articles from the publishers’ archives.

The tool, called DeeperDive, is provided by content recommendation tech company Taboola, which claims it has onboarded “dozens” of publishers since the product launched in September 2025.

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Future of Marketing Briefing: YouTube’s creator data play is an on-ramp, not a destination

YouTube is giving brands something they’ve been asking for. The question is whether getting it makes them want something it can’t yet provide. 

The platform’s Creator Partnerships API, announced at the NewFronts earlier this sping, opens up creator performance data to a select group of third-party ad tech companies for the first time – who watches what, for how long and what that means for an advertiser trying to decide where to put money. It is not, however, an open door. Creators can opt out of being included entirely, and brands must actively opt in. What YouTube is building, in other words, is controlled infrastructure, not a data free-for all. 

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