GumGum’s AI turns campaign briefs into targetable segments

GumGumhas launched Mindset Agent, an AI tool that converts campaign briefs into custom mindset segments. Advertisers can review, refine and activate those segments through The Trade Desk, the product’s first launch partner.

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The tool sits inside GumGum’s redesigned Mindset Portal. The platform brings together AI-powered context, attention, creative and performance tools to help advertisers move from campaign planning to activation.

How the Mindset Agent works

Advertisers can upload a campaign brief or request for proposal to the Mindset Portal. The agent then recommends targeting queries and explains why particular digital environments may suit the campaign.

Users can adjust the balance between reach and relevance before creating a custom segment. That segment can then be activated within The Trade Desk.

• Upload a campaign brief or request for proposal
• Review the AI-generated targeting recommendations
• Assess why each environment aligns with the campaign
• Refine the balance between relevance and reach
• Activate the custom segment within The Trade Desk

The launch expands an existing relationship between the two companies. GumGum’scontextual segments have been available through The Trade Desk for several years.

The new integration gives advertisers direct access to segments developed through GumGum’s Mindset Graph. The company describes the graph as an AI-driven engine designed to identify when audiences may be receptive to a brand’s message.

According to GumGum, the system processes billions of contextual, creative, attention, environmental and historical signals. It uses those signals to assess the relationship between online content and an advertiser’s campaign objectives.

Moving briefs closer to activation

Jay Goebel, vice-president of data partnerships at The Trade Desk, said AI could help advertisers move beyond fixed audience assumptions.

“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. 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 The HEINEKEN Company, has been an early user of GumGum’smindset products.

“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.

Marcus Startzel, chief executive of GumGum, said the tool was intended to support campaign decisions rather than automate established targeting practices.

“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. When brands understand mindset, they can deliver advertising that drives results and is more relevant for consumers.”

GumGum also named e.l.f. Cosmetics and the BBC among the first brands to use its mindset products. The company said those advertisers had recorded measurable results, although it did not release performance figures.

Custom segments are now available for activation within The Trade Desk through the Mindset Portal.