Deep Dive was officially announced on the Tribal Fusion blog last week with Andrew Newman talking about how to use the tool to understand who audiences really are.

This week the global online advertising provider, Tribal Fusion, has launched the audience insights analytics tool to media agencies.

Media agency group OMD Group UK, which includes OMD UK and MG OMD, is one of the first agencies to sign up for access to the system.

Paul Wright, chief digital officer at OMD Group UK, said:

To deliver evermore effective display advertising strategies for our clients we are keen to draw insights on the performance of our campaigns from all available sources. Deep Dive will give us that and add useful data on the audience segments that convert best for any campaign, as well as model uplift by segment so we can forecast and plan future strategy.”

You can download a full copy of the press release here: