What is Automation?

Automation entails the creation and use of systems that can analyze data, make decisions, and execute actions independent of human input. It is a key application of artificial intelligence (AI) and machine learning in digital marketing and adtech.

Why is automation important?

Automation technology supports and enhances a wide range of processes and systems used in digital marketing and adtech. These include:

• Improved efficiency and scalability: Automation streamlines tasks, boosting productivity  and allowing users to scale efforts efficiently and with confidence. 
• Precision and consistency: Automation minimizes the potential for human error, maintaining consistency and quality in messaging and data processing and ensuring reliable outcomes. This is particularly true for tedious, repetitive tasks and mathematical calculations that must be completed quickly. 
• Data-driven insights: Automation can extract actionable insights from data much faster than humans, which helps to quickly refine strategies and predictive capabilities and better support performance marketing efforts and further optimize AI-driven machine learning for whatever comes next.
• Time and resource savings: By automating repetitive tasks, users save time and can focus more on tasks involving human creativity, strategy, and innovation.
• Adaptation to real-time dynamics: Automation enables swift adjustments to changing trends, which helps marketing and adtech professionals to quickly analyze and adapt to facts “on the ground” then optimize their strategies and workflows for application in the real world.