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The week's essentials, analysed by the AIxH team in Luxembourg. No noise, no hype.
In August, we wrote that an advertising platform's agent does not work for the advertiser paying for it. The bidding change Google imposed on budget-constrained campaigns gives a concrete demonstration: the algorithm can now push bids towards the set target even when historical results were doing better, as long as the advertiser has not tightened that target.
Read the article →The cost of an SEO agency in Luxembourg is set after an audit, never from a price list: Google itself recommends asking a provider for a realistic estimate of the work, backed by an audit, and walking away from anyone who guarantees a ranking (official recommendations). A budget can still be prepared: here are the pricing models you will come across, the four factors that make an SEO quote in Luxembourg vary, and the public grants that can reimburse up to 70% of an SME's digital project, capped at €17,500 (guichet.lu).
Read the article →On 26 August 2026, Fanta launched “Fanta's Haunted Universe” in 50 markets, its first proprietary horror franchise, developed over a year and a half with the AI production studio GRAiL (official press release, Marketing Dive). After two years of Hollywood licences on its cans, the brand moves from collaborator to creator: a textbook case for any company considering generative AI for content production.
Read the article →On 28 August 2026, Google announced that manual actions under its anti-parasite SEO policy would stop taking effect for searches made from the European Economic Area, from 30 August (official announcement). Under pressure from a DMA proceeding opened by the European Commission, this is the first time Google has applied spam rules that vary with the user's location: your visibility comparisons by market now need to take this into account.
Read the article →On 21 August 2026, Google sent advertisers its “AI-powered” holiday season guide (official Think with Google page), which claims more than 2.5 billion monthly users for AI Overviews and a drop in ChatGPT usage among shoppers who also use AI Mode (PPC Land). For retailers closing their Q4 budget, these figures weigh as heavily on the choice of platforms as on a less spectacular prerequisite: the state of their product feeds.
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