SANTA MONICA, Calif.--(BUSINESS WIRE)--Oct 22, 2026--
GumGum, the Mindset Company™ transforming advertising, today announced the release of The Marketers' Take On Mindset: 2026 Global Report, revealing that marketers increasingly see consumers’ mindsets as a critical factor in determining advertising relevance, even as many continue to rely on traditional identity-based audience targeting. The report, which surveyed over 2,000 marketers across the US, UK, and Australia, found that while the industry has largely embraced mindset as a principle, adoption as a methodology has yet to catch up.
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Across the markets surveyed, the findings reveal a consistent pattern: mindset is winning the argument but hasn't yet changed how advertisers plan media.
Mindset advertising by the numbers
GumGum’s research reveals where mindset is gaining ground and where adoption still lags:
For brands and agencies still defaulting to identity-based planning, the research reveals a significant missed opportunity. It has long been understood that reaching someone in the right moment matters as much as the ad itself, but the tools to effectively identify and act on those moments at scale have not existed. Until now. With AI processing billions of signals in real time, brands can finally discern mindset, receptivity, and relevance at scale, and there has never been a better moment to put that into practice.
"The data tells a clear story: marketers believe in mindset, but belief and execution are still two different things. AI is reshaping nearly every aspect of our industry, yet most campaigns are still being planned the way they were a decade ago. Over 80% of marketers agree that mindset advertising outperforms legacy targeting approaches, yet the majority would still default to those same approaches for their next campaign. The industry is evolving fast. It is time media planning did too," says Laura Foster, SVP, Global Marketing at GumGum.
The Marketers' Take On Mindset: 2026 Global Report is available to be viewed HERE.
About GumGum
GumGum is The Mindset Company™ transforming advertising. We deliver results by matching brands with people in the right mindset, in the moments that matter. Powered by the Mindset Graph™, our AI-driven data engine processes billions of real-time contextual, creative, environmental, and historical signals to match every ad with the most receptive audience. The result is advertising that drives meaningful outcomes for advertisers and publishers, and is more relevant for consumers. Founded in 2008 and headquartered in Santa Monica, GumGum operates in over 19 markets across North America, Europe, Japan, and Australia. Learn more at gumgum.com.
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