#716: Streamlining brand partnerships with Alan Gould, Mutual Markets

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

What if building a brand partnership with a major entertainment property could happen in 5 minutes instead of 6 months—and drive 10x better results? What would that change for your marketing strategy?

Today I’m joined by Alan Gould, CEO of Mutual Markets. Alan is at the forefront of a major shift in digital marketing and advertising—using AI to reduce friction between brands and entertainment partners, making high-impact collaborations accessible to brands of all sizes.

Mutual Markets is already working with major streamers and delivering successful partnerships, like PopCorners’ Super Bowl spot with Breaking Bad and Dashlane’s collaboration with NCIS. Alan’s here to talk about how AI is democratizing access to branded entertainment partnerships and what that means for the future of marketing.
About Alan Gould
Alan Gould is a visionary leader and the Founder and Co-CEO of MutualMarkets, the world’s first advanced AI powered partnerships platform that has revolutionized the digital advertising industry. MutualMarkets’ goal is to provide brands with a more organic and efficient way to connect with consumers by setting new industry standards to transform how brands engage with their audiences.

Alan has a long history in data, analytics, and marketing. Prior to co-founding MutualMarkets with his brother Eric Gould, Alan co-founded IAG Research, a media-measurement company created to gauge the effectiveness of ads, and sold it to Nielsen in 2008 for $250M. Alan is also co-founder of a venture capital firm called Peak Opportunity Partners and has been involved in several successful exits from companies like Maker Studios, WorkFusion, Embark Veterinary, Vizu, and early investor roles in iSport.TV, which later saw a $325M minority position from Goldman Sachs valuing the company at $750M.

Under his leadership, MutualMarkets has expanded its global footprint, strengthened its portfolio, and adopted cutting-edge technologies to enhance client outcomes. Alan is passionate about fostering a culture of innovation, transparency, and collaboration, ensuring that the company remains at the forefront of the ever-evolving marketing landscape. In 2021, MutualMarkets announced its $30M raised in seed capital. In 2023, CBS’ Paramount Global partnered with MutualMarkets to grow its advertising efforts. In 2024, MutualMarkets announced its latest innovation - the AI-enabled CMAU - which enhanced collaboration by empowering brands to identify and partner with TV shows and movies seamlessly.

Alan has a Bachelor of Science degree in Foreign Service from Georgetown University, a Master's degree in Public Policy from Harvard University’s Kennedy School, and a Doctor of Law degree from New York University’s School of Law.
Alan Gould on LinkedIn: https://www.linkedin.com/in/alangould/
Resources
Mutual Markets: https://www.mutualmarkets.ai/ https://www.mutualmarkets.ai/
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