Today, the energy system is largely driven from the perspective of suppliers and only a few consumers are able to track their energy use or actively participate in the market. The possibilities for larger commercial and industrial consumers have started to develop and active consumer engagement in Demand Response programmes is gaining traction, nevertheless this is not the case for residential consumers. While the participation of European residential and small commercial/industrial users, accounting for ca. 70% of final electricity consumption, there is still limited access from the end users in energy markets. Within this context, we present an end-to-end Automated Demand Response Optimization Framework, towards incorporating innovative and highly effective tools to enable dynamic VPPs formation which will further allow for energy customers and cooperatives to introduce themselves in energy markets. Optimization in the proposed framework applies to multiple levels. It spans local generation output, demand and storage flexibility, as well as the flexibility offered by EVs (in their dual role as demand and storage assets) to facilitate maximum RES integration into the grid, avoidance of curtailment and satisfaction of balancing and ancillary grid needs. The overall framework is tested in several demo sites in Europe and the preliminary results from this evaluation process are reported in this document.