Observed Signal · Oct 21, 2026 · Market Signal · Source: GumGum · Impact: 3/5
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.
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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.
GumGum Launches Mindset Agent for AI Brief-to-Segment
GumGum has launched Mindset Agent, an AI-driven tool that converts campaign briefs or RFPs into custom 'mindset' audience segments marketers can review, refine and programmatically activate. Integrated into GumGum's redesigned Mindset Portal—which consolidates AI capabilities for attention forecasting, contextual and creative analysis, and performance insights—Mindset Agent uses the proprietary Mindset Graph, a vector-based engine that analyzes billions of contextual, creative, attention-related, environmental and historical signals to map relationships between content and advertiser objectives. Users upload briefs, inspect AI-recommended targeting queries and fit rationales, adjust reach versus relevance, and push segments to activation. At launch, segments can be activated via The Trade Desk, the DSP launch partner. Early adopters such as The Heineken Company, e.l.f. Cosmetics and the BBC have reported measurable initial results.
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.
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