Kat Sun
January 15, 2026
Table of contents
Table of contents
Black Friday Cyber Monday (BFCM) isn’t about luck - it’s about leverage.
In the BFCM Playbook, we analyzed performance across 2,000+ campaigns, 1M+ clicks, and hundreds of global publishers to uncover what actually drove results during BFCM 2025. From top-performing categories and peak click timing to budget strategy and publisher preferences, this playbook highlights the data-backed signals brands should carry into Q1 and 2026 planning.
Key BFCM Learnings Covered
- Which categories dominated BFCM performance across the US, UK, and Australia
- When Cyber Week clicks peaked and how timing impacted results
- Why larger budgets drove a disproportionate share of clicks
- How early briefs and publisher flexibility increased campaign acceptance
- What publishers want to cover next and how brands can get ahead in years to come
