The aim of this article is to review and reflect on the factors defining the expected benefits that have influenced the implementation of digital mediation initiatives in publicly funded museums over the course of the last 20 years. The expectations directed towards digital museum mediation are established by taking a closer look at Danish cultural policy implementation and socio-technological development. Examples from a review of cultural policy documents, funding applications and reports, supplemented by articles from a museum practice journal illustrate trends and developments in digital museum mediation. This article identifies a development of digital museum mediation in three phases, from providing access to digitized cultural heritage to more user-oriented communication strategies such as personalization and participation. The analysis shows that, in a cultural political context, the adoption of digital mediation in institutions is part of a higher strategy where technological development acts as a catalyst for innovation in the cultural sector.