GumGum Unveils Mindset Agent, with The Trade Desk as Launch Partners

by ExchangeWire PressBox on 15th Jul 2026 in News

GumGum, The Mindset Company™ transforming advertising, today (15th July, 2026) announced the launch of the Mindset Agent, GumGum’s AI-powered tool that turns campaign briefs into custom mindset segments that can be reviewed, refined, and activated by brands and agencies. The Trade Desk is the first platform and launch partner to support activation of the Mindset Agent.

The Mindset Agent is available in the newly redesigned Mindset Portal, GumGum's client platform, which now combines a suite of AI-powered tools, including predictive attention, context, creative, and performance insights, to help brands move from strategic intent to activation in one place.

The Mindset Graph™ is GumGum's engine for understanding when audiences are most receptive to a brand's message. Powering the Mindset Portal, it processes billions of contextual, creative, attention, environmental, and historical signals simultaneously, using a vector-based approach to understand the relationship between content, signals, and advertiser objectives. Rather than finding the closest category match, the Mindset Graph identifies which specific environments are most meaningfully aligned with what a brand is actually trying to achieve.

While GumGum’s contextual segments have been available within The Trade Desk for years, the Mindset Agent now gives The Trade Desk advertisers direct access to the full power of the Mindset Graph. To use the Agent:

Users upload a brief or RFP to the Mindset Portal
Review AI-recommended targeting queries
Understand why each environment fits the campaign
Refine the balance of reach and relevance
Then activate the resulting custom mindset segment within The Trade Desk

Together, the companies are helping move data activation from a largely manual process to a more automated, dynamic view of mindset across the open internet.

"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."

"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 prioritise receptivity, not just reach. When brands understand mindset, they can deliver advertising that drives results and is more relevant for consumers."

Outside of Heineken, e.l.f. Cosmetics and the BBC are also among the first to utilise GumGum’s mindset solutions and have already seen measurable results.

Custom segments are now available to activate within The Trade Desk via the Mindset Portal.

To activate or demo the Mindset Agent, reach out here: http://gumgum.com/mindset-portal.