Global digital advertising platform GumGum has appointed Frank Sueltmann as Managing Director of Northern Europe.

He joins GumGum’s EMEA leadership team and is the most senior hire the company has made in the region.

As Google officially begins to phase out third-party cookies this month, Sueltmann will focus on expanding GumGum’s mindset-first and cookie-less technology throughout northern Europe. As a result, he will be integral in growing industry adoption of The Mindset Platform™ in Germany, the Netherlands, Belgium, and Denmark.

He is based out of Hamburg, Germany, and will report to GumGum’s General Manager of EMEA, Pete Wallace.

Wallace said: “GumGum is changing the digital advertising landscape with a cookieless and mindset-first approach with The Mindset Platform. We’re helping brands reach consumers in new ways using advanced contextual and attention insights, allowing advertisers to meet consumers at the right moments with impactful creative. It’s an exciting time for GumGum and the industry, and Frank’s leadership will be invaluable as we expand our footprint in the region.”

Sueltmann has over a decade’s worth of leadership experience at media agencies and in media sales. At Livewire and Amnet, he launched and established the company’s positioning and client solutions, as well as led growth and change strategies for Nielsen, Yieldlab, and OMD.

Commenting on his appointment, Sueltmann added: “It’s an exciting time to join GumGum concurrently with the depreciation of third-party cookies. The Mindset Platform and GumGum’s vision for the future of digital advertising is ushering the industry into a new era that’s based on mindset, not personal data.

“I couldn’t be more excited to join the team and work with some brilliant minds in pushing forward GumGum’s vision in northern Europe.”

The Mindset Platform is the industry’s first comprehensive solution that enables brands to align their messaging with consumer mindset during critical moments on the buyer journey.

This mindset-first approach allows brands to leave behind third-party cookies and behavioural targeting by leveraging advanced AI to identify contextual environments that drive optimal attention to inform ad creativity.

The Mindset Platform combines GumGum’s full creative suite, accredited contextual intelligence solution Verity™, and Playground xyz’s Attention Intelligence Platform to deliver campaigns that drive attention and outcomes, and ultimately boost ROI.