Friday, November 21

🌟 Today’s Highlights:

• The EU is proposing scaling back on GDPR restrictions

• Amazon is testing sponsored prompts in its Rufus AI chat

• This is what you should be doing instead of traditional ad buys

• 📊 Stat of the Day: 42% of consumers are already using AI tools to assist with buying holiday gifts this year. (Source: Mastercard)

• 💡 Today’s Insight: How to manage demand fluctuation during key shopping seasons

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⚡️ Today’s Headlines ⚡️

🇪🇺 The EU might be scaling back on GDPR restrictions. The proposed plans would simplify portions of the digital legislation to make it easier for companies to process anonymized/pseudonymized data for AI training.

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💬 Amazon’s Rufus is testing ads in AI chat. The new sponsored prompts are the first real test cases for advertising inside an AI chat experience helping redefine how consumers discover products.

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🍌 Google launched its new Nano Banana Pro AI image generator. The meme-friendly image generation model has been upgraded to Gemini 3 power to create more realistic and accurate images or edits to existing images.

💡 Today’s Insight 💡

How to manage demand fluctuation during key shopping seasons

🗞 TL;DR - Black Friday is only one week away and this time of year can often make or break eCommerce businesses. If you’re struggling with the ebbs and flows of a turbulent sales season, you’re not alone. Search Engine Journal outlines how you can weather the storm of this wild time of year.

💡 Insight - Here are the key takeaways on how to manage demand during this time:

Understand and forecast seasonal demand. Seasonal spikes can be less chaotic when you know what to look for and how to predict them. Use historical data to understand when peaks usually happen or when your conversion lag happens to detect demand earlier and plan accordingly.

Align bids and establish a flexible budget. Adjust your bidding strategy to meet demand. Reassess your target CPA or tROAS for more flexible goals. Also consider leveraging seasonality adjustments in Smart Bidding for Google Ads or Microsoft Ads, then removing them when demand cools.

Keep product availability and campaign structures aligned. Use real-time feed updates during peak times to prevent wasting spend on out-of-stock items. Use custom labels in your product feed to structure campaigns around business priorities. Make sure all internal teams are aligned to stay coordinated when demand surges.

Plan for what happens after the peak. Don’t just slash your budget when demand slows. Gradually pull back bid and budget changes, reset any seasonality bid adjustments, and shift focus to retention. Analyze what worked so you can document takeaways and build your playbook for next holiday season.

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