GumGum, a contextual-first advertising technology company, introduces The Mindset Matrix, a framework for the future of digital advertising outlining how advertisers can deliver engaging and effective ad campaigns, in current and emerging environments, without the need of the cookie or personal data.
The industry is moving into a new era, one that requires a shift in how advertisers think about reaching and connecting with people in digital environments. Rather than base their targeting efforts off past behaviours - the future of digital advertising will rely on meeting people in the moment and aligning advertisements with someone’s present frame of mind.
“The truth is we don’t need to know who you are in order to deliver relevant and effective advertising. As human beings we naturally move in micro-moments, floating from one topic to another. We believe that digital advertising should be able to move with us, help us find what we need or didn’t even know we needed, and that adds to the overall experience. The Mindset Matrix is a framework that helps advertisers make that shift, while being just as effective, and doesn’t require the use of personal data,” said GumGum’s, CEO, Phil Schraeder.
The Mindset Matrix framework, defined as the environment in which ad effectiveness develops, is made up of three components:
“Each of these components are individually important aspects of any ad campaign but when tied together have the opportunity to influence and inform the other, creating a powerful understanding of a person's frame of mind in each unique digital environment. This model allows advertisers to meet people when they are in an active frame of mind — the right headspace to pay attention and take action – and do so in a way that is cookieless, identity free and future proof,” Phil goes on to say.
Through robust company development and strategic acquisitions, GumGum has demonstrated a clear understanding of the importance of the Mindset Matrix in advertising. The Mindset Matrix should be used as a foundation by advertisers as a marketing playbook of the future.
To view GumGum’s The Mindset Matrix: The Blueprint for the Future of Digital Advertising, click here. For more information, please visit GumGum’s website or reach out to email@example.com.