At Advertising Week, our CPO Eric Mayhew joined Ben Gilbert, Senior Director of Advertising Innovation at Dealer.com, to explore the transformative power of proprietary data and rules-based automation in advertising operations. Their engaging discussion highlighted how agencies can drive scalable, sustainable performance while saving valuable time for their teams. Here are the key takeaways that can help elevate your advertising strategies:

1. Automate with clarity

One of the central themes of the session was the importance of clarity in task execution. If your team has a well-defined method for completing a task, there’s a strong possibility it can be automated. Automation allows for consistency and efficiency, reducing the burden of repetitive tasks. By streamlining these processes, teams can focus on more strategic initiatives that drive growth and innovation.

2. Leverage proprietary data

In an increasingly competitive landscape, having access to proprietary data is a significant advantage. This data not only sets your agency apart but also informs better decision-making. With advancements in AI technology, normalizing and analyzing data has never been easier. Now is the perfect time to leverage your valuable data to enhance your advertising strategies, improve targeting, and boost conversion rates.

3. Empower your team

One of the most compelling points discussed was how automation empowers teams to be more human in their day-to-day activities. By handling repetitive and time-consuming tasks, AI-powered automation frees up valuable time for team members to focus on high-value work. This includes strategizing new channel opportunities and nurturing face-to-face relationships with clients—elements that are crucial for building trust and driving long-term success.

Implementing automation and effectively leveraging proprietary data can not only streamline your processes but also enhance your team's creativity and strategic capabilities.