Today we’ve announced a few steps that we as a company are taking to ensure we’re able to deliver the best service and products to match brands with consumer mindsets. Check out our CEO Phil Schraeder’s video introducing some info on our announcement:
Very mindful, indeed.
Let’s be real: ad tech is convoluted, it’s confusing, and it evolves quickly. The amount of steps that take place between a brand wanting to advertise a product and that ad that appears on our screens is…wild. Even more, consumers today (like myself) are increasingly rejecting ads because so often they’re irrelevant and many ads are served by exploiting our personal data like previous browsing history (I’m looking at you third-party cookies).
Something about me? I will reject cookies. Every. Single. Time. But it does wear you down, having to reject or deny cookies on all websites you visit. It’s draining, and that’s why we as an industry need to do better—so that we’re adding value to consumers rather than frustrating them with constant ads that don’t align with what we care about.
It's clear a shift is needed in our industry—a shift towards advertising that respects privacy, leaves IDs behind, understands context, and genuinely resonates with audiences while adding value to our everyday experiences as consumers. Here’s how the GumGum Platform is enabling brands and advertisers to enter this new era.
At GumGum, we’re solving this problem, which we call the matching problem. Brands are having a hard time matching their ads with the right consumer, in the right moment, and in the right mindset. That’s why everything we do is designed to create the perfect match.
Today’s announcement outlines our next steps in ushering the industry into the Mindset Era, this new era of digital advertising effectiveness that focuses on consumer experiences by using technology and AI. By leveraging sophisticated technology like advanced contextual advertising and real-time attention measurement, we’re able to tap into a consumer’s active mindset that’s based on what content someone is engaging with at a specific time.
The GumGum Platform and the Mindset Graph™ utilizes digital content signals like text, audio, video, and images to understand what content is being consumed, then delivers a brand's message based on that content. Looking at a recipe for dinner tonight? Maybe you’ll get served an ad for a new spice. Reading about a sports tournament? Maybe you’ll get served an ad for sporting equipment, or tickets to a related sporting event. This is the future of digital advertising.
So What is the GumGum Platform?
The GumGum Platform brings together three powerful solutions: GumGum Contextual, GumGum Attention, and GumGum Creative. Underpinned and connected by the Mindset Graph, a cutting-edge predictive data engine designed to align consumer mindsets with advertiser goals.
Why Context Matters More Than Ever
For years, digital advertising has relied heavily on identity-based targeting—tracking users across the web to deliver ads based on their personal data and previous browsing behaviors. This approach has led to distrust among consumers but has also proven to be increasingly ineffective.
GumGum’s solution? Contextual advertising that focuses on the content being consumed rather than who is consuming it. By leveraging AI-powered insights, GumGum Contextual ensures that ads are not only relevant to the content on the screen but also aligned with brand values. It also benefits publishers by unlocking new revenue opportunities and avoiding unnecessary keyword blocking. This approach has led to over 100% year-over-year growth for GumGum Contextual, making it a vital component of the GumGum Platform.
Capturing Attention with Impactful Creative
Understanding context is just one piece of the puzzle because in a crowded digital advertising landscape, capturing and maintaining attention is crucial (and we know our attention spans are…well, not great these days). That’s where GumGum Attention comes in. This solution offers unparalleled attention measurement capabilities and links ad effectiveness to real-world outcomes. By optimizing ads in real-time, GumGum Attention ensures that they are engaging and less likely to be ignored, creating a more enjoyable experience for users and better results for advertisers.
Complementing these insights is GumGum Creative, a suite of high impact and award-winning creative solutions designed to capture attention across multiple formats—whether it's display ads, video ads, or CTV ads. Running across 40,000 publisher partners and reaching over 820 million unique individuals each month, GumGum Creative is all about delivering visually compelling content that cuts through the noise and resonates with audiences.
Introducing the Mindset Graph: The Future of Predictive Advertising
One of the most exciting parts of this announcement is the introduction of the Mindset Graph, the data engine that connects GumGum Contextual, GumGum Attention, and GumGum Creative, which is designed to solve the matching problem in digital advertising. By analyzing the intersection of context, attention, and creative data, the Mindset Graph identifies the optimal moments and topics for ad placement, ensuring that ads are not only relevant but also engaging.
Whether consumers are browsing websites, watching videos, or streaming content, the Mindset Graph will empower advertisers with deep insights into how attention intersects with creative and context and supports advanced planning, activation, optimization, and reporting. The Mindset Graph will be an indispensable tool for any brand looking to make meaningful connections and match the mindset of consumers.
The GumGum Platform, powered by the Mindset Graph, is proof that effective advertising doesn’t have to come at the expense of privacy. It’s also proof of the importance of leveraging data insights to fuel brand outcomes.
As the digital advertising landscape continues to evolve, one thing is clear: GumGum is committed to delivering innovative solutions that meet the needs of consumers, advertisers, and publishers alike.
