ShopIgniter produces performance-based social campaigns on behalf of approximately 20 active customers, including Comcast, Target, Ford and Publicis Groupe-owned agency Digitas. Examples of its work can be seen here (Comcast Xfinity) and here (Sony POPmarket). In addition to its role in Facebook's partner ecosystem, the company is also active on Twitter.
Mixpo may also be feeling some pressure to diversify beyond its core "multiscreen" video ad-server positioning in an era when some of the largest pools of video ad inventory lie within walled gardens owned by large consumer platforms. Facebook's acquisition of video sell-side platform LiveRail, Amazon's deal to buy Twitch and YouTube's continued ascendancy from an audience and advertising standpoint all point to this trend.
Asked about Facebook's video platform ambitions in particular, Lanctot said, "I wouldn't say the LiveRail acquisition changes our road map at all. It certainly indicates the importance of video to Facebook and we see that as a good thing. LiveRail for Facebook is as much about inventory expansion outside of Facebook proper as anything else."