The companies should know each other well, since both are based in the Pacific Northwest and backed by Madrona Venture Group.
“With Facebook and Twitter’s increasing focus on video and the overall growth in mobile advertising, we saw an opportunity to integrate ShopIgniter’s social and mobile capabilities with Mixpo’s multiscreen video ad platform,” said Mixpo CEO Jeff Lanctot in a release.
Last fall, Mixpo named former Razorfish executive Lanctot as CEO.
ShopIgniter’s team will remain with Mixpo, based in Portland. The startup — led by Matt Compton — allows marketers to deliver and manage ad campaigns in social mobile streams. Its customers include Comcast, Digitas, Resolution Media, Target, Ford, Comcast, Sony Music, and Universal.
“The fit between the products, customers and teams became obvious very quickly in our initial discussions,” said Compton, who previously worked at Madrona. “The combined company will be the clear leader in rich, interactive advertising across all devices and channels from desktop display to mobile social.”
ShopIgniter raised $8 million from Madrona and Trinity Ventures in 2011, at the time focusing on helping brands establish storefronts on Facebook. However, the company has morphed over time, now focusing on interactive ad experiences on mobile.
The combined company will employ about 100 people.