GumGum has introduced Mindset Agent, a new AI-powered advertising solution that enables brands and agencies to transform campaign briefs into custom mindset segments for activation across the open internet. Launching through the redesigned Mindset Portal, the solution is integrated with The Trade Desk, which becomes the first activation platform supporting the new capability.
Quick Intel
GumGum Unveils AI-Powered Mindset Agent
GumGum has announced the launch of Mindset Agent, an AI-driven tool designed to help advertisers translate campaign objectives into custom audience targeting segments. Available through the company's newly redesigned Mindset Portal, the solution combines AI with contextual advertising intelligence to simplify campaign planning and activation.
The launch also marks a strategic collaboration with The Trade Desk, the first demand-side platform (DSP) to support activation of Mindset Agent-generated audience segments.
AI Converts Campaign Briefs into Actionable Audience Segments
Mindset Agent enables advertisers to upload campaign briefs or request-for-proposal (RFP) documents into the Mindset Portal. Using AI, the platform analyzes campaign objectives and recommends targeting strategies based on GumGum's proprietary Mindset Graph.
Users can review AI-generated targeting queries, understand why specific digital environments align with campaign goals, adjust the balance between audience reach and relevance, and activate finalized mindset segments directly within The Trade Desk.
The workflow is designed to reduce manual audience planning while helping advertisers identify environments where consumers are most receptive to brand messaging.
Mindset Graph Powers Contextual Advertising Intelligence
At the core of the platform is GumGum's Mindset Graph, an AI engine that processes billions of contextual, creative, attention, environmental, and historical signals to identify advertising environments aligned with campaign objectives.
Rather than relying solely on traditional audience categories, the platform evaluates relationships between content, user context, and advertiser goals to determine where advertising messages are most likely to resonate.
According to GumGum, the integration enables advertisers to move from static audience targeting toward AI-powered contextual activation based on consumer mindset and real-time relevance.
"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."
Supporting Smarter AI-Driven Media Buying
GumGum says the Mindset Agent helps shift advertising activation from manual audience selection to AI-assisted decision-making, enabling marketers to build campaigns based on consumer receptivity rather than demographic assumptions alone.
"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," stated Daniel Glynn, Media Buying Lead at The HEINEKEN Company and an early adopter of GumGum's mindset solutions.
"AI should not just automate old targeting models. It should help brands make better decisions about where, when, and how to show up," said Marcus Startzel, CEO, GumGum. "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."
In addition to The HEINEKEN Company, e.l.f. Cosmetics and the BBC are among the early adopters using GumGum's mindset solutions. Custom mindset segments are now available for activation through The Trade Desk via the Mindset Portal.
