Video ad tech provider Mixpo has acquired ShopIgniter, a Portland, OR firm specializing in social and mobile advertising. Mixpo CEO Jeff Lanctot said the company concluded in a recent internal strategic review that in order for it to truly offer a best-in-class multiscreen video ad platform, it needed to improve its capabilities in mobile and social, which are increasingly intertwined.

Underscoring the latter point, Jeff noted that mobile now comprises 59% and 81% of Facebook's and Twitter's ad revenue respectively. Both companies are also aggressively pursuing video advertising, with Facebook rolling out its own video ad product and recently acquiring LiveRail, while Twitter continues to broaden the role of its Amplify program.

Jeff said Mixpo clients have been asking for increased social and mobile components for their campaigns. ShopIgniter, which is in Facebook's Preferred Marketing Developer program, will help deliver these. The company's current clients include Comcast, Target, Ford, GoPro and others for which it runs rich media ad campaigns in social streams.

For now Mixpo and ShopIgniter will continue to operate separately following their existing product roadmaps. Jeff estimates early next year as the timeline for clients to have a unified dashboard and studio to create, plan and implement their campaigns across platforms.

Terms of the deal were not disclosed.