GumGum Launches Global Agency Partnerships Team
The new team will work with holding companies and independent agencies to apply GumGum's data and technology to planning, buying, and measurement.
Updated on Nov. 4, 2026 in Advertising
GumGum, now known as The Mindset Company, has launched a dedicated global Agency Partnerships team. The team works with holding companies and independent agencies, applying GumGum's Mindset Graph and Relo Metrics data and technology.
Why it matters
The team is meant to help agencies build more sophisticated AI-powered planning and buying systems. Its launch reflects growing demand for data-driven tools across agency media workflows.
The announcement includes no quantitative metrics; it names regional leads in the US, Canada, UK and Australia. Financial terms, headcount and client counts were not disclosed.
The players
GumGum (The Mindset Company)
GumGum is an advertising technology company that rebranded as The Mindset Company, offering AI-driven contextual advertising and audience data products.
Kristen Careccia
Careccia leads the team as Head of Agency Partnerships for North America, covering the US and Canada.
Katy Loria
Loria serves as Chief Revenue Officer of GumGum, overseeing the company's commercial strategy and revenue operations.
The details
Agency partners will gain access to the Mindset Portal, Relo Metrics Edge and Census. Early opportunities include integrating Mindset Graph insights into media planning and Relo Metrics intelligence into sponsorship investment decisions.
Timeline
• The Agency Partnerships team launch was announced on November 4, 2026.
Market Landscape
The move extends GumGum's contextual-advertising approach into agency planning as advertisers seek alternatives to third-party cookie-based audience tracking. It positions the company to compete with other ad-tech providers selling data directly to agency holding groups.
Advertisers working with agency partners may see new data-driven planning and measurement options as the team rolls out its integrations. Campaign pricing and product availability for clients were not addressed in the announcement.
The takeaway
Agency buyers evaluating media planning tools should watch for concrete integration timelines from GumGum's new team, since the announcement itself did not specify them. Requesting pilot access early may help teams test whether contextual and sponsorship data improve their planning.
Further reading
Explore more Advertising coverage on how agencies are adopting data-driven planning tools.
