GumGum, an AdTech firm that specializes in providing a contextual analytics intelligence platform, has launched a new product called the Mindset Index, which is designed to help brands understand audience engagement with specific content.

The Mindset Index, part of GumGum's unified platform, uses AI to fuse high-impact ad creatives with audience engagement data. It includes Verity, a unique content-level accredited technology, and the Playground xyz Attention Intelligence Platform, both of which provide context and attention analytics for brand campaigns. The company expects the solution to help find new audience segments without violating privacy by using cookies or personal identifiers, understand where brand messages resonate most with audiences, and use insights from content categories to improve creative strategies.

Analyst QuickTake: The Mindset Index complements the brand safety assurance offered by the ad exchange, providing actionable insights into the content categories that attract the most audience attention. GumGum's product suite offers advertisers a comprehensive solution that not only ensures brand safety, but also provides data-driven strategies for effective audience targeting. In addition, its commitment to privacy, as evidenced by the Mindset Index's reliance on contextual and attentional insights without invasive personal data, addresses growing privacy concerns in the advertising industry.