Advertising technology company GumGum has launched a new AI-powered tool designed to help advertisers turn campaign briefs into custom audience segments, with activation initially available through The Trade Desk.
Called Mindset Agent, the platform sits within GumGum’s newly redesigned Mindset Portal and uses the company’s proprietary Mindset Graph to analyse campaign objectives and recommend contextual targeting segments based on audience receptivity rather than traditional demographic or behavioural signals.
The launch marks an expansion of GumGum’s longstanding partnership with The Trade Desk. While GumGum’s contextual segments have been available on the demand-side platform for several years, advertisers can now generate and activate bespoke mindset segments directly from campaign briefs.
Using the tool, brands and agencies can upload a campaign brief or RFP into the Mindset Portal, review AI-generated targeting recommendations, understand why specific environments have been selected, refine the balance between reach and relevance, and activate the custom segment within The Trade Desk.
According to GumGum, the platform aims to streamline what has traditionally been a manual process by using AI to match advertising campaigns with moments when consumers are most receptive to a brand’s message.
The technology is powered by GumGum’s Mindset Graph, which processes billions of contextual, creative, attention, environmental and historical signals to identify digital environments that align with an advertiser’s objectives.
Jay Goebel, vice president of data partnerships at The Trade Desk, said AI was enabling advertisers to make more intelligent media decisions.
“AI is creating an opportunity for advertisers to move beyond static assumptions and make decisions based on real-time signals and business objectives,” Goebel said.
“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.”
Marcus Startzel, CEO of GumGum, said the company wanted AI to improve decision-making rather than simply automate existing targeting approaches.
“AI should not just automate old targeting models. It should help brands make better decisions about where, when, and how to show up,” Startzel said.
“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 prioritise receptivity, not just reach.”
Daniel Glynn, media buying lead at The HEINEKEN Company, an early adopter of the technology, said understanding audience mindset offered a more meaningful approach to relevance.
“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,” Glynn said.
Alongside Heineken, GumGum said e.l.f. Cosmetics and the BBC have also begun using its mindset solutions and have reported measurable campaign results.
The Mindset Agent is now available through the Mindset Portal, with The Trade Desk serving as its launch activation partner.
