GumGum launches AI tool for campaign targeting
The tool is powered by the Mindset Graph, GumGum's technology for analysing audience receptivity
GumGum has introduced the Mindset Agent, an AI-powered tool that converts campaign briefs into custom audience segments designed for activation by brands and agencies. The Trade Desk is the first platform to support activation of the tool.
The Mindset Agent is available through the redesigned Mindset Portal, GumGum's client platform, which brings together AI-powered tools for predictive attention, contextual analysis, creative evaluation and performance insights in a single interface.
AI tool creates custom mindset segments
The Mindset Agent enables users to upload a campaign brief or request for proposal, review AI-generated targeting recommendations, understand why selected environments match campaign objectives, adjust the balance between reach and relevance, and activate the resulting custom mindset segment within The Trade Desk.
The tool is powered by the Mindset Graph, GumGum's technology for analysing audience receptivity. The system processes billions of contextual, creative, attention, environmental and historical signals using a vector-based approach to identify digital environments that align with an advertiser's objectives rather than relying on predefined content categories.
Partnership expands activation on The Trade Desk
GumGum's contextual audience segments have been available through The Trade Desk for several years. The launch of the Mindset Agent extends that integration by providing advertisers with direct access to the Mindset Graph through the platform.
Jay Goebel, VP of Data Partnerships, The Trade Desk: "AI is creating an opportunity for advertisers to move beyond static assumptions and make decisions based on real-time signals and business objectives. 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."
Early adopters report campaign results
Daniel Glynn, Media Buying Lead, The HEINEKEN Company: "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: "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."
GumGum said The HEINEKEN Company, e.l.f. Cosmetics and the BBC are among the first organisations to use its mindset solutions and have reported measurable results.
Follow Marketing Report on LinkedIn
Subscribe to the Marketing Report Newsletter
Send us your press releases, columns, interviews…
Join Marketing Report in our LinkedIn Groups
