1. A computer implemented method for test automation, comprising: receiving a build identifier and a selection of an automation audience for a software application build in a user request for test automation; retrieving test run information for the software application build, the test run information associated with the build identifier and the automation audience, wherein the build identifier and the automation audience are designated in a command line, a format of the command line allowing a channel parameter, wherein the selection of the automation audience overrides channel information in the command line; identifying static features to apply to the software application build, the static features being identified in a configuration database as being associated with the automation audience; responsive to the user request, identifying an optional feature to apply to the software application build, wherein application code for the optional feature in the software application build includes a feature gate utilizing an application program interface to manage the optional feature during runtime, the managing being based on the parameters associated with the optional feature and the automation audience, wherein the feature gate is associated with two optional variables to enable or disable a feature, wherein the parameters identify at least one authorized audience for the optional feature and identify whether the optional feature is enabled or disabled for the at least one authorized audience, and wherein the automation audience enables the optional feature identified as being enabled for the at least one authorized audience; generating a data file that identifies test parameters associated with a target platform and target architecture associated with the software application build, the automation audience, and the optional feature; storing the data file in a data store accessible by a configuration build service; initiating configuration of a test machine with the test parameters in the data file, by the configuration build service; and initiating a test automation run with the test parameters in the data file on the configured test machine.