Taboola disclosed a partnership with Thailand’s oldest daily newspaper, The Bangkok Post, to integrate its DeeperDive generative‑AI answer engine across the publisher’s digital properties. The collaboration, announced on November 18 2025, marks the first time a major Southeast Asian publisher has adopted Taboola’s AI‑powered content engagement platform.
DeeperDive, launched by Taboola on June 11 2025, is designed to live directly on publisher websites and generate contextual answers from the publisher’s own articles. The system allows readers to ask questions about any topic, delivers instant responses sourced from trusted journalists, and surfaces related stories from the same site, thereby encouraging deeper engagement and longer on‑site time.
For Taboola, the deal signals a strategic pivot beyond its core native‑advertising business. By embedding DeeperDive on publisher sites, the company creates a new revenue stream that blends AI services with advertising, positioning it to compete with AI search engines that scrape content without compensation. The partnership also expands Taboola’s reach into Southeast Asia, where the company already serves 9,000 publisher partners and 600 million daily active users.
The Bangkok Post benefits from the technology by offering readers a trusted, on‑site AI experience that leverages its 79‑year archive. The publisher can monetize the answer pages with contextually relevant ads, creating a search‑like revenue channel that complements its traditional subscription and advertising models. The move also strengthens the Post’s content proposition ahead of its 80th anniversary in 2026.
Taboola CEO Adam Singolda said the partnership “empowers publishers to lead the GenAI revolution on their own terms, unlocking new ways to grow.” The Bangkok Post COO Chiratas Nivatpumin added that the platform “will help strengthen the content proposition and experience for readers, drawing on the Post’s rich history to deliver fresh insights.”
The collaboration comes amid Taboola’s broader AI push, which includes the Abby assistant for advertisers and the Realize performance‑advertising platform. In Thailand, the government is investing in AI infrastructure and talent, positioning the country as a regional hub for digital innovation. The Bangkok Post’s adoption of DeeperDive places it at the forefront of this trend.
The partnership is expected to accelerate Taboola’s transition to an AI‑driven business model, diversify its revenue base, and deepen its relationships with publishers in a rapidly evolving digital landscape. For the Bangkok Post, the technology offers a new monetization pathway and a competitive edge against emerging AI search services.
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