Observed Signal · Oct 26, 2026 · Research · Source: ExchangeWire · Impact: 2/5 · Sentiment: Positive
GumGum Study: Only 4% of UK Marketers Value Behavioural Data
A new study by GumGum, the contextual intelligence company, reveals that only 4% of UK marketers consider behavioural data as key to advertising effectiveness. The study indicates a significant shift toward context and mood-based advertising strategies, as brands increasingly prioritize privacy-friendly methods. This shift is driven by the deprecation of third-party cookies and growing privacy regulations. GumGum positions this research as evidence for the growing importance of contextual targeting and mood-based advertising. The findings suggest that marketers are moving away from traditional behavioural targeting towards understanding the consumer's immediate mindset and environment.
The study highlights a significant industry shift toward context and mood-based advertising over behavioural data, which is relevant for AdTech strategy and privacy compliance.
Track GumGum Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your Polaris7 workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- GumGum released a study on UK marketers' views on advertising effectiveness.
- Only 4% of UK marketers believe behavioural data is key to ad effectiveness.
- The study indicates a shift towards context and mood as advertising levers.
- GumGum is positioned as 'The Mindset Company'.
Connected Companies & Entities
1 Entity mapped“GumGum, The Mindset Company™ transforming advertising, has released a groundbreaking new study.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
New Report: 83.6% of marketers say Mindset outperforms. So why do most still default to identity?
GumGum highlights a new report showing 83.6% of marketers believe mindset advertising outperforms identity-based targeting, and features new press releases on mindset advertising adoption in Australia, UK, and US.
Five Experts Discuss Signal Value in Video Planning
This article is an expert roundtable held ahead of the ADZINE CONNECT VIDEO 2026 conference. Five industry professionals from agencies and adtech companies discuss the optimal use of signals in video advertising planning. They debate the value of various data sources such as audience data, context, attention, purchase intent, and platform data, questioning whether more signals automatically lead to better decisions. Key themes include the importance of signals that drive concrete planning decisions, the risk of signal noise, the need for testing to validate signal contribution, and the challenges of measuring success in CTV. The experts also address the economic costs of signals, the issue of platform-specific data lock-in, and the need for a common language across platforms.
Heineken Uses GumGum's Attentive Lift Tool in Two Campaigns
Heineken leveraged GumGum's attention measurement tool, Attentive Lift, for two flagship campaigns during the summer. This marks one of the first uses of the solution in UK markets. The tool is part of GumGum's broader effort to measure and optimize advertising effectiveness based on attention metrics. The article highlights a growing industry trend towards attention-based measurement as a key performance indicator beyond standard viewability and click-through rates. Heineken, a major global advertiser, is adopting this approach to better understand and improve campaign performance.
Receive all future signals for GumGum & competitors in your briefing
Never miss material M&A deals, leadership changes, account wins, or product rollouts. Polaris7 monitors 20,000+ primary sources 24/7, delivering verified telemetry directly into your executive briefing.