The introduction of a new tool and therefore new usages can disrupt existing processes. During the run phase, a DMP needs to be fully integrated into the organisational structures in place. Although initial tests require a significant degree of flexibility, the rollout of use cases requires an in-depth review of the various processes in order for the new actions required by the DMP to become second nature for all stakeholders. The challenge is to strike the right balance between the stability of existing processes and sufficient room for innovation.

As part of an assignment involving the use of DMP tools, we worked on governance subjects through the following actions:

• Review of existing RASCIs for the integration of DMP actions and interactions
• Evangelisation and sharing of DMP results with the various stakeholders
• Review of campaign nomenclatures to ensure operational simplicity and transparency
• Integration of DMP targeting and related exclusions in the media plans