What if you could plan campaigns that didn’t just reach your audience but actually resonated with them in the moment that matters most? That was the question behind the launch of GumGum’s latest innovation: the Mindset Graph™.
Over the past several months, brands and agencies like Carat Global, Havas & Mindshare have been at the forefront of innovation, piloting the Mindset Graph™ with direct access to explore new product enhancements. These latest updates empower advertisers to input not only their target audience and brand vertical but also the specific creative tactic behind their campaign. This gives brands unprecedented visibility into how media and creative work together, right from the planning stage.
Introducing the Mindset Graph™ Beta
Traditional targeting has always been about reach: find the audience, buy the placement, get the impressions. But in an era defined by AI acceleration and economic uncertainty, people are more selective than ever with their time and attention. Brands may reach their audience, but still miss the moment by serving ads that clash with the environment or fail to match the consumer’s mindset.
That’s where the Mindset Graph™ comes in. It’s GumGum’s AI-powered data engine that maps real-time signals across the open web, combining audience intelligence, creative strategy, and contextual relevance. For the first time, advertisers can input not just who they want to reach, but what their creative is saying. The result is smarter, more resonant campaigns that perform better from the start.
In our beta program, we invited a group of 15 agency and brand partners, including OMD, Havas, GroupM, Mindshare, and PHD, to get hands-on access to test out the latest features within the Mindset Graph portal. The feedback? Resoundingly clear.
Here’s What Our Partners are Saying:
Havas Media Group UK found that the Mindset Graph delivered a layer of strategic intelligence they wouldn’t have uncovered through traditional planning tools. Unlike platforms that simply reflected back the inputs they were given, the graph tapped into real-time data to reveal fresh, often unexpected opportunities. Even with strong internal planning systems already in place, the team noted that the Mindset Graph added a powerful new dimension that accelerated their process and uncovered insights that might otherwise have gone unnoticed.
For many of the brands and agencies, the graph began to close the gap between where audiences are and how to reach them. In one test, apparel campaigns targeting women 25–44 saw 2x+ higher attention when placed in healthy living environments. CPG ads aimed at households with children performed twice as well in unexpected content clusters like tennis and barbecue.
Brands uncovered entirely new opportunities. Some found high-performing content beyond their usual category focus, while others leveraged insights to adapt creative mid-flight for stronger audience resonance.
As more brands put the Mindset Graph™ to work, a clear framework for success is taking shape, revealing how data-driven context and creative alignment can drive measurable impact throughout the campaign lifecycle.
See the Mindset Graph™ in action at Cannes Lions next week, where we’ll be showcasing the full platform experience and diving deeper into how creative and media can finally work as one.
Plus, if you want to learn more about how the Mindset Graph works, watch this explainer video from ExchangeWire with Pete Wallace, our GM, EMEA:
