Stop babysitting Black Friday, without losing control — introducing Events Calendar

Every performance marketer knows the feeling. Black Friday is two weeks out, and somewhere on your to-do list is a reminder to pause automated optimizations before the sale hits because the model wasn't built to handle that kind of spike. Staying in control of budgets during these dates always comes down to the same thing: more operational load, right when you're already stretched thin. 

We built Events Calendar so you never have to think about that again.

What it is

Events Calendar is a feature built right into the Mixilo, our Paid Media Optimizer, where you define the moments that matter, a holiday, a promo, or a Cyber Week, and set how big a deal each one is. From there, the platform takes over.

No more manually removing outlier dates. No more remembering to turn "special mode" on and off. And this isn't just a data flag being switched — when a special date window opens, a dedicated optimization model built specifically for these moments takes over, tuned to how spend and demand actually behave during a sale or a holiday. You set the event once, and the system handles the rest, for every campaign under it, every time.

Two categories, one clear logic

We kept this simple on purpose. Every special date falls into one of two buckets:

Event (High Impact) — Think Black Friday, a major sale, a one-off promo. During the event window, the model treats this period as its own thing, learning saturation patterns specific to that spike. Outside the event, that data is excluded as an outlier, so it doesn't quietly skew your "normal" performance baseline.

Holiday (Lower Impact) — Think a long weekend or a seasonal dip. It still gets special modeling during the holiday window, but it's kept as standard data the rest of the time. It's real performance, just with its own context.

That's it. Two categories, two clear rules, and the model already knows what to do with each.

Why this matters

The old way wasn't just tedious — it didn’t scale well. Every event was treated as a one-off, so the model never carried forward what it learned from last year's Black Friday into this year's. 

With Events Calendar

• Nothing gets forgotten. The system activates and deactivates special handling on schedule, automatically.
• The model gets smarter over time. Because events are tagged and structured, performance patterns from past events inform how the model treats similar ones in the future.
• You're in control. Set up your calendar in advance, for the whole year if you want, and stop depending on someone else to flip a switch on the right day.
• You stay on platform, even on your busiest days. It used to be common practice to pause the optimizer during a big sale and manage things by hand, because the model wasn't built for that kind of spike. With a purpose-built model running during special dates, you don't need to step in and take the wheel — the platform is already built for the moment you're in.

And it looks cool too!

Ready to see it in action?

If you're already working with us, ask your account manager for a walkthrough — they can set up your first Events Calendar together with you.

Not a client yet? Get in touch with our team. Events Calendar is one of a growing list of features built to take manual work off your plate. We'd love to show you the rest of what the platform can do.

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