A unified product language
Shared principles, patterns and components across DPG's Datalab and Ad Manager.
Situation
DPG Media's advertising ecosystem connects audience insight, campaign setup and creative production. Datalab and Ad Manager served different moments in that journey and were developed by different teams. They needed a shared language that could connect the experience without forcing both products into the same interface.
Approach
The project began with two product principles: intuitive and trustworthy. Workshops translated them into concrete product rules for hierarchy, actions, language and controls. Those rules became reusable components, tested and refined inside real Datalab and Ad Manager flows. The system grew through with products.
Result
The work turned those principles into a shared product language across Datalab and Ad Manager. Its network-reach component remains visible in Datalab today. Ad Manager kept evolving: DPG reported 1,500+ active users and 3,250+ campaigns in 2025, and the platform won the 2026 AMMA for Best Media Innovation.
