GumGum has announced the launch of the ‘Mindset Agent’, GumGum’s AI-powered tool that turns campaign briefs into custom mindset segments that can be reviewed, refined, and activated by brands and agencies.
The Trade Desk is the first platform and launch partner to support activation of the Mindset Agent.
AI-powered tools
The ‘Mindset Agent’ is available in the Mindset Portal, GumGum’s client platform, which now combines a suite of AI-powered tools, including predictive attention, context, creative and performance insights, to help brands move from strategic intent to activation in one place.
The ‘Mindset Graph’ is GumGum’s engine for understanding when audiences are most receptive to a brand’s message.
Powering the ‘Mindset Portal’, it processes billions of contextual, creative, attention, environmental, and historical signals simultaneously, using a vector-based approach to understand the relationship between content, signals, and advertiser objectives.
Rather than finding the closest category match, the Mindset Graph identifies which specific environments are most meaningfully aligned with what a brand is actually trying to achieve.
While GumGum’s contextual segments have been available within The Trade Desk for years, the ‘Mindset Agent’ now gives The Trade Desk advertisers direct access to the full power of the ‘Mindset Graph’.
Together, the companies are helping move data activation from a largely manual process to a more automated, dynamic view of mindset across the open internet.
“AI is creating an opportunity for advertisers to move beyond static assumptions and make decisions based on real-time signals and business objectives,” said Jay Goebel, VP of Data Partnerships at The Trade Desk.
“By combining GumGum’s Mindset Graph with our data marketplace, advertisers can transform campaign strategy into actionable insights and identify the moments where their message is most likely to resonate.
“This partnership helps marketers unlock more value from data by making activation more intelligent, dynamic, and aligned to consumer receptivity.”
Daniel Glynn, Media Buying Lead at Heineken, said: “Understanding mindset, the signals that indicate when and why someone is actually open to a brand’s message, is a more honest way to think about relevance, and AI is finally making it actionable at scale.”
Marcus Startzel, CEO, GumGum, said: “AI should not just automate old targeting models.
“It should help brands make better decisions about where, when, and how to show up. This partnership with The Trade Desk brings that belief to life by making it easier for advertisers to turn strategic intent into custom mindset segments that prioritize receptivity, not just reach.
“When brands understand mindset, they can deliver advertising that drives results and is more relevant for consumers.”
Outside Heineken, e.l.f. Cosmetics and the BBC are among the first to utilise GumGum’s mindset solutions.