GumGum, a contextual-first advertising technology company, is introducing 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.
Rather than base their targeting efforts off past behaviors—the future of digital advertising will rely on meeting people in the moment and aligning advertisements with someone’s present frame of mind, according to the vendor.
“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 and be something, helps 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:
- True Contextual Understanding: Uses all the signals within an environment (text, image, video, audio) to understand the entire digital environment, allowing advertisers the ability to put the right ad in the right context (place, time, near a related topic, etc.), and increases ad relevance with more precision.
- Smart Ad Creatives: Creative can be smarter now with the support of context and attention. These smart ads create a cohesive experience between content and advertisement that enhances the audience’s experience rather than detracts from it.
- Attention Measurement and Optimization: Measuring the actual attention an ad drives is a human-centric, quality metric that captures a person’s relative interest (or not) in that ad at that moment. As such, it’s a remarkable feedback loop on ad relevance and proof that we’ve found the match between the right creative and the right context.
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, according to Schraeder.
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