GumGum unveils Mindset Agent, with The Trade Desk as launch partners. GumGum, The Mindset Company(TM) 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(TM) 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. GumGum. GumGum is a contextual-first global digital advertising platform that captures people's attention, without the use of personal data. We believe that a digital advertising ecosystem based on understanding a consumer's active frame of mind rather t... Powered by PressBox

GumGum appoints Tim Manton to lead NSW & QLD sales. GumGum has appointed Tim Manton as Sales Director for New South Wales and Queensland, adding a senior sales lead across two of Australia's largest advertising markets. Manton will lead the company's NSW and QLD sales teams. The remit includes talent development, revenue growth, and work with agencies and clients. GumGum said Manton will focus on attention-driven advertising as brands adjust measurement approaches. The company said Manton will work with GumGum Australia Managing Director Matt Coote on local execution. Manton will also work with customer success and engineering teams on market feedback and product direction. GumGum said it will align local activity with global leadership and its "mindset-based approach". Manton has more than 13 years' experience across media and advertising in Australia. GumGum said his experience spans video, audio, digital publishing and marketing technology. He most recently worked at Seven West Media. The company said he served as Group Business Director and managed a $200M+ portfolio. GumGum also said Manton drove growth through omni-channel partnerships in that role. Before Seven West Media, Manton held roles at Paramount, SCA and Nine. GumGum said he built relationships with major agency holding groups and independent agencies during his previous positions. GumGum said Manton will scale the NSW and QLD teams and focus on partnerships with agencies. The company also cited an initial "listen-first" approach with agency partners and plans to replicate strategies used in other Australian markets. "At GumGum, the opportunity is massive," said Tim Manton, Sales Director for NSW and QLD, GumGum. "My focus is on backing our high-performing sales teams across New South Wales and Queensland and making sure we're set up to deliver real value for agency and client partners. I'm a big believer in leading from the front, so I'll be taking a player-coach approach to ensure our strategy translates into results on the ground as we scale into 2026," he added. The role sits within GumGum's Australian operation, which forms part of a wider international footprint. The company said it operates in more than 19 markets across North America, Europe, Japan, and Australia. GumGum describes itself as a contextual-first advertising company. It said its product approach links advertising to "mindset" and uses a data engine called the Mindset Graph. GumGum said the Mindset Graph processes contextual, creative, environmental and historical signals in real time. The company said it uses those signals to decide which ad to place against an audience at a given moment. It said this makes advertising "more relevant for consumers". It also said the approach drives outcomes for advertisers and publishers. The appointment comes as advertising and media companies invest in alternatives to established audience tracking and measurement approaches. Contextual advertising has drawn attention in markets where platform and browser changes have reduced access to identifiers and user-level data. Manton will work closely with Coote in the role. "Tim brings a strong combination of commercial leadership, deep market experience and a people-first management style. His background across major publishers and his collaborative approach make him a great addition to the team as we continue to grow GumGum's presence in Australia," Coote said. GumGum said Manton will collaborate with customer success and engineering teams as part of the NSW and QLD leadership remit, while also coordinating with global leadership as the company expands its local presence.

e.l.f. Beauty drives 3X engagement with GumGum's contextual AI in "so Many Dicks" Campaign. News provided by. Building on its viral "So Many Dicks" campaign, e.l.f. Beauty and their lead agency, Tinuiti, teamed up with GumGum, the contextual-first technology leader, to extend the message into 2025 as part of its broader "Change the Board Game" initiative. SANTA MONICA, Calif., Dec. 3, 2025 /PRNewswire-PRWeb/ - Building on its viral "So Many Dicks" campaign, e.l.f. Beauty and their lead agency, Tinuiti, teamed up with GumGum, the contextual-first technology leader, to extend the message into 2025 as part of its broader "Change the Board Game" initiative. The original campaign, which made waves for highlighting the disproportionate number of men named Dick on U.S. corporate boards compared to entire groups of underrepresented people, was reactivated through a display campaign strategically distributed through GumGum's AI-powered platform. The objective for the campaign was to influence corporate executives and board members in moments that matter. GumGum analyzed premium, brand-safe environments, targeting content categories such as Economy and Business & Finance, and content mentioning figures like Jeff Bezos and Bill Gates, to pinpoint audiences in the right mindset. The results were: * 16% engagement rate across the campaign (vs. 5.46% industry benchmark) * 67% greater interaction rate on top-performing units (vs. 20% benchmark) * 84% overall viewability (exceeding the 70% benchmark) * 0.80% CTR, outperforming the 0.62% industry average * 2.3 seconds average viewable attention time "Our goal wasn't to drive shock value. It was to get the right people talking and rethinking what leadership should look like," said Regine Fung, AVP, Global Paid Media at e.l.f. Beauty. "With GumGum, we were able to deliver this message in the moments that mattered most, reaching decision-makers where they already engage and fueling conversations that help 'change the board game' moving forward." Using GumGum's Mindset Graph(TM), a surprising insight was uncovered during the campaign: sports content showed a 53% boost in attention over the vertical average and delivered the highest CTR at 2.44%. This revelation unlocked a new channel for reaching top executives during major sports moments. Interactive and high-impact formats drove deep engagement, including In-Image Canvas ads, mobile quiz units, and Hang Time. GumGum's Creative Attention Tracker (CAT) revealed that the line "It's okay to be a Dick" in the creative consistently triggered the highest pause rates mid-scroll, providing concrete feedback on what resonated most with audiences. "This campaign didn't just make headlines, it made history. Our job was to ensure that boldness met the right moment, on the right screen, for the right decision-makers. That's the power of contextual with purpose - reaching consumers in the right mindset to engage with a brand's message," said Kerel Cooper, CMO at GumGum. About e.l.f. Beauty e.l.f. Beauty is fueled by a belief that anything is e.l.f.ing possible. Avfinity is a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, its global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Its superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. Avfinity is proud to have products made in Fair Trade Certified(TM) facilities. Learn more at www.elfcosmetics.com. GumGum is the contextual-first technology leader transforming digital advertising with AI-powered, non-invasive data and media solutions. Avfinity champion effective advertising that uplifts and respects consumers. Its proprietary Contextual, Attention, and Creative solutions create the perfect match between a brand and a consumer in the right moment and mindset. Founded in 2008, GumGum is headquartered in Santa Monica, California, and operates in 19+ markets. For more information, please visit gumgum.com. Kayla Smalls, GumGum, 1 9179994629, [email protected], GumGum.com