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Connected TV
Performance Built on Mindset. Proven Across Every Objective.
Real campaigns. Real measurement. Real outcomes, across every major vertical, format, and funnel stage.
The Measurement Gap
You Can Hit Every Benchmark and Still Miss the Audience
Impressions, viewability, and attention scores measure what happened to an ad. They don't measure whether the audience was in the right state to receive it. That gap is where performance is made or lost.
The Mindset Graph allows us to tap into the Open Web's full potential by understanding not just where audiences are, but why they're there.
Kevin Lusakivana
Senior Campaign Manager, Pernod Ricard BE
Senior Campaign Manager, Pernod Ricard BE
The Methodology
Performance Is Built Before the Impression Is Served
The results in this page don't come from better targeting alone. They come from a methodology that starts with receptivity, validates independently, and measures what standard metrics ignore.
INDEPENDENT VALIDATION
A MAGNA Global Study Confirmed the Methodology at Scale
GumGum partnered with MAGNA to independently test the methodology. Result: mindset-driven placements deliver up to 473% more receptive inventory than standard targeting, proving receptivity drives real performance outcomes.
In-Flight Optimisation
Campaigns Automatically Optimize Toward the Outcomes That Matter
The Mindset Graph™ doesn't just inform placement. Always-on AI optimization continuously improves campaigns in-flight, prioritizing moments most likely to drive results. Every impression compounds the next.
Receptivity-based management
Performance Against the Outcomes That Actually Matter.
From conversions and ROAS to brand lift, GumGum Outcomes and Attentive Lift trace exactly which moments drove impact. Campaigns in high-receptivity moments perform 2.6x better – mindset and performance, connected.
By the Numbers
The Methodology, Measured.
Across every campaign, objective, and market, the outcomes point in the same direction. These are the numbers that define what optimizing for mindset actually delivers.
500b
monthly impressions served
The inventory depth to reach audiences in the right mindset, across every major format and market.
2x
Uplift in Aided Brand Recall
Mindset-driven campaigns deliver twice the brand recall of contextual-only approaches.
(Source: Magna x GumGum 2026)
(Source: Magna x GumGum 2026)
3x
Uplift in Brand Favorability
Brand preference triples when campaigns are aligned with audience mindset rather than context alone.
(Source: Magna x GumGum 2026)
(Source: Magna x GumGum 2026)
+5%
Average In-Store Sales Lift
Mindset-optimized campaigns consistently translate to measurable sales outcomes across independent studies.
(Source: ABCS Insights)
(Source: ABCS Insights)
In Their Words
They’ll Tell You Better Than We Can
Hear from your peers on what changes when plans run on Mindset.
GumGum’s header bidding solution with Prebid.js has enabled our publishers to seamlessly integrate numerous sources of demand along with GumGum’s own direct demand in unique, impactful ad experiences. Implementation was incredibly easy and has helped further our lucrative relationship.
Eric Hochberger
Founder
Mediavine
The Mindset Graph has been especially useful on the creative side. We’re able to get relevant creative into market earlier, matched to the mindset of the audience, which ultimately helps capture more attention.
Jacob Kiernan
Programmatic Account Director
Havas Media Group UK
GumGum’s Mindset Graph has helped surface affinities that will help inform future activation — like discovering that the audience for one of our FMCG clients was over-indexing in PC Gaming and Travel. The benefit of unlocking these insights will allow us to meet consumers in unexpected, high-engagement arenas.
Chris Appleton
Head of Programmatic+
PHD Media UK
GumGum’s header bidding solution with Prebid.js has enabled our publishers to seamlessly integrate numerous sources of demand along with GumGum’s own direct demand in unique, impactful ad experiences. Implementation was incredibly easy and has helped further our lucrative relationship.
Eric Hochberger
Founder
Mediavine
The Mindset Graph has been especially useful on the creative side. We’re able to get relevant creative into market earlier, matched to the mindset of the audience, which ultimately helps capture more attention.
Jacob Kiernan
Programmatic Account Director
Havas Media Group UK
GumGum’s Mindset Graph has helped surface affinities that will help inform future activation — like discovering that the audience for one of our FMCG clients was over-indexing in PC Gaming and Travel. The benefit of unlocking these insights will allow us to meet consumers in unexpected, high-engagement arenas.
Chris Appleton
Head of Programmatic+
PHD Media UK
The biggest value we’ve seen in the Mindset Graph so far is its ability to uncover unexpected opportunities. It’s like having an extra brain in the room.
Chris Clarke
Programmatic Business Director
Havas Media Group UK
GumGum’s Mindset Graph gave us fresh, actionable insights that sparked new targeting ideas, balancing reach with relevance. It revealed powerful opportunities to connect with consumers we might have otherwise missed.
Jack Cantwell
Head of Digital
Carat Global
By leveraging the Mindset Graph, we’re able to navigate the complexities of the Open Web with precision, unlocking opportunities for true, personalized engagement.
Dan Glynn
Media Buying Lead
Heineken
The biggest value we’ve seen in the Mindset Graph so far is its ability to uncover unexpected opportunities. It’s like having an extra brain in the room.
Chris Clarke
Programmatic Business Director
Havas Media Group UK
GumGum’s Mindset Graph gave us fresh, actionable insights that sparked new targeting ideas, balancing reach with relevance. It revealed powerful opportunities to connect with consumers we might have otherwise missed.
Jack Cantwell
Head of Digital
Carat Global
By leveraging the Mindset Graph, we’re able to navigate the complexities of the Open Web with precision, unlocking opportunities for true, personalized engagement.
Dan Glynn
Media Buying Lead
Heineken
The Mindset Graph allows us to tap into the Open Web’s full potential by understanding not just where audiences are, but why they’re there.
Kevin Lusakivana
Senior Campaign Manager, Digital Media
Pernod Ricard BE
The Mindset Graph is set to supercharge how GumGum can help us discover, understand, and engage audiences. We’re already using the Mindset Graph to uncover insights about our audiences, and we look forward to continued success as our campaigns progress!
Matt Tagg
Group Account Director
KINESSO UK&I
Great servicing, amazing ad units!
Omkar Naik
Media Buyer
Mindshare
The Mindset Graph allows us to tap into the Open Web’s full potential by understanding not just where audiences are, but why they’re there.
Kevin Lusakivana
Senior Campaign Manager, Digital Media
Pernod Ricard BE
The Mindset Graph is set to supercharge how GumGum can help us discover, understand, and engage audiences. We’re already using the Mindset Graph to uncover insights about our audiences, and we look forward to continued success as our campaigns progress!
Matt Tagg
Group Account Director
KINESSO UK&I
Great servicing, amazing ad units!
Omkar Naik
Media Buyer
Mindshare
What We’re Seeing & What Actually Works
Events
POSSIBLE 2026 Recap: Receptivity Ruled as Mindset Took Over Miami
Mindset
Now, Turn Questions Into Campaigns in the Mindset Portal
Explore Further
Results Start with Mindset. They're Delivered Omnichannel.
Explore the intelligence that makes it possible, or the execution layer that brings it to market.
Understand with Mindset
Explore how the Mindset Graph™ identifies peak receptivity in real time. The signals, the science, and the strategic edge it creates.
Let’s Talk
See What Mindset Delivers for You.
Share your objectives and a member of our team will show you how campaigns built on mindset have performed in your category and what that could mean for yours.Tell us about your goals, and we’ll show you where Mindset can make the biggest impact.
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Frequently Asked Questions
Common inquiries
How does media mix modeling account for audience mindset?
Most MMM frameworks attribute performance to channel, spend, and timing. They do not capture whether audiences were in a receptive state when impressions were served, which means the model can show where results came from, but not why those placements performed better. Campaigns built on mindset add a dimension MMM cannot quantify on its own: the receptivity of the audience at the moment of contact.
What do standard marketing attribution models miss?
Most attribution models, including last-click, multi-touch, and data-driven, track what a user did after seeing an ad. They do not account for the state the user was in at the time of exposure. Two identical placements can produce very different outcomes depending on audience receptivity. Attribution models that ignore mindset will often undervalue placements that perform well for reasons standard signals cannot detect."
What should a brand lift study actually tell you?
A standard brand lift study tells you whether awareness, recall, or favorability changed. It does not explain what caused that change. Attentive Lift goes further by connecting attention quality and receptivity to brand outcomes, so you can see not just whether lift occurred, but which high-receptivity moments drove it. This is the difference between measuring an outcome and understanding its cause.
What's missing from most brand awareness measurement?
Most brand awareness measurement tracks impressions, reach, and recall, and treats all impressions as equal. The issue is that an impression delivered to an unreceptive audience performs very differently from one delivered in a moment of genuine openness. Awareness measurement that includes receptivity shows which placements actually contributed to building the brand, not just which ones were delivered.
Why isn't ad viewability enough to measure campaign effectiveness?
Viewability confirms that an ad was visible. It does not confirm that the audience was ready to receive it. A fully viewable impression served to someone who is scrolling, distracted, or disengaged from the surrounding content will perform very differently from one delivered in a moment of genuine receptivity. Viewability is a necessary baseline, but it was never designed to predict performance.