You may think “too much data kills data,” but when it comes to data, quality is more of an issue than quantity. How can data be intelligently organised and used, and easily activated across the media mix to address business needs? This is where the DMP, or Data Management Platform, comes in. Its role is crucial. Use of a DMP for media campaigns will vary according to the media being engaged, particularly for search campaigns, and especially for RLSA (Remarketing List for Search Ads). The objective here is to explain how activating a DMP for Adwords campaigns is particularly specific and complex, and to share fifty-five’s tips for better campaign monitoring and a more precise measure of performance.