# Automation

> The use of rules or machine learning to run advertising and marketing tasks — bidding, budgeting, targeting, or messaging — without manual step-by-step control.

**Automation** is the use of rules or machine learning to run advertising and marketing tasks — bidding, budget allocation, targeting, audience expansion, or messaging — without manual, step-by-step control. In paid media it most often refers to the ad platforms' automated bidding and delivery systems.

## Why automation depends on the data AnyTrack feeds it

Automation is only as good as the data it runs on: ad-platform AI optimizes on the conversion signal it receives, and missing conversions make automated bidding and delivery optimize on incomplete information. AnyTrack feeds accurate server-side conversions through the [Conversion API](/glossary/conversion-api) so automated systems act on real outcomes — this is the practical meaning of "automate the data, not just the bids" for an AnyTrack user.

## Automation and bidding strategy

- [Bidding Strategy](/glossary/bidding-strategy) — automated bidding is one specific, common form of automation.