A new AI-powered tool from GumGum turns campaign briefs into tailored audience segments. The solution is now available for activation within The Trade Desk. Early adopters include major brands.
Media and advertising professionals now have access to a new AI-driven solution for audience targeting, as GumGum introduces Mindset Agent. This tool converts campaign briefs into custom audience segments, which can be reviewed, adjusted, and activated directly within The Trade Desk. The Trade Desk is also serving as the launch partner for this rollout.
Mindset Agent is part of GumGum’s redesigned Mindset Portal, which brings together AI-powered tools for attention forecasting, contextual analysis, and creative performance insights. The technology is built on GumGum’s Mindset Graph, which processes billions of contextual, creative, attention, environmental, and historical signals. Using a vector-based approach, it analyzes relationships between content, signals, and campaign goals to identify optimal advertising environments.
Previously, GumGum’s contextual segments were already available through The Trade Desk. With Mindset Agent, advertisers now gain direct access to the Mindset Graph’s capabilities, aiming to shift data activation in the open web from manual processes to a mindset-based approach.
Advertisers can upload campaign briefs or RFPs into the Mindset Portal, review AI-generated targeting suggestions, understand the selection of advertising environments, adjust reach and relevance, and activate finalized Mindset Segments within The Trade Desk.
Executives from The Trade Desk and early users like The Heineken Company have stated that AI enables advertisers to move beyond static assumptions, making decisions based on real-time signals and business objectives. They emphasized that understanding mindset-knowing when and why someone is receptive to a brand’s message-offers a more honest approach to relevance, and that AI now makes this scalable.
GumGum’s CEO, Marcus Startzel, said the collaboration with The Trade Desk allows advertisers to translate strategic goals into tailored Mindset Segments focused on receptivity rather than just reach. Early adopters of GumGum’s Mindset solutions include The Heineken Company, e.l.f. Cosmetics, and the BBC, with the company reporting measurable results from these campaigns.
This launch comes as publishers and platforms continue to explore new ways to leverage AI for content and audience targeting. For example, hundreds of French publishers are set to receive payments for their content used in AI Overviews, following a major court ruling, as reported in a recent story on publisher compensation in France.
