Kyle Mitnick, President at Mosaic Digital Systems comments further on how everything within martech and adtech is now being centered around AI while taking us through Mosaic Digital Systems’ core offering:

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Welcome to this MarTech Series chat, Kyle – tell us about yourself and your time in the media industry. We’d like to hear more about Mosaic Digital…what inspired the platform?

I started a tech-enabled affiliate management agency in 2012 named Advertise Purple.  We ended up growing it to the largest in the space, serving over 4,000 customers across 14 different countries.  During my time as CEO, I became obsessed with our technology platform named Purply™.  Its goal was to enable our employees to manage clients with efficiency and effectiveness, which we accomplished.

As we grew the business, I contemplated a performance-marketing ecosystem where similar tools were accessible to all e-commerce brands, not just those with agency representation.  In theory,  it would put power in the hands of SMBs for growth, which, ultimately, benefits everyone in the space.  This is how the Mosaic concept was born.  We developed a pilot technology moonlighting under the Advertise Purple brand and served 500 clients in DIY, SaaS fashion.  Once the concept was vetted, I made the decision to bring it to life under the Mosaic Digital Systems (MDS) label.

How have you been seeing adtech and martech evolve in the recent years and what top trends do you feel will dominate the market in the next few years?

For those who have been living under a rock, everything is centered around AI right now.  In my conversations with top adtech execs, the pros and cons lists seem to be pretty even.  Regardless of where you sit on the subject, the underlying current is undeniable: businesses are looking to reduce expense and uncertainty while increasing ROAS and reliable outcomes. In the next few years, automation and data will aid in crafting a more predictable future for marketers, which is what everyone wants.

Tell us about the biggest benefits of partnership marketing today that B2B brands should be leaning more towards on (and they often don’t).?

The biggest benefits are traffic diversity and performance economics.  We’ve worked with over 250,000 affiliates over the years, all excelling at brand promotion in different environments and economic climates.  For brands, having an army of performance-based promoters to keep your brand relevant is the best solution for fighting a difficult economy, as well as excelling in a thriving one.

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Can you talk about how some of the world’s leading B2B tech brands have used affiliate marketing concepts to drive market impact?

Yes, it is very interesting, actually.  Their philosophy about their digital channels seems to be evolving.  Display and search are now purely transactional methods of customer acquisition, whereas affiliate has transcended from that into a lifestyle medium, but with strong economic upside.  It seems to us that affiliate has taken much more of a prominent position among the pack.

When it comes to partnership marketing CRM systems, what differentiates Mosaic Digital?

What we learned during our pilot of the technology was mostly partnership marketing CRMs were simple discovery tools developed by data aggregation companies.  Conversely, our technology was built using agency themes, which offers the tailored guidance that major brands need to find success in the space.  For example, our MDS Partner Pairing™ feature offers a customized discovery, then closes the gap with automated onboarding, predicted revenue contribution, suggested commission, and much more.  It’s an end-to-end solution to drive results with complete transparency and trust.

Can you comment on the growing use of AI in this space and how you think it will change the game for end users in the near future? 

I think there is a lot up in the air right now.  Fundamentally, AI is beneficial and will play a large part in the advancement of adtech.  However, execution can conflict with business interests, consumer rights, and a host of other legal items.  It’s a fine needle to thread, and the businesses that get it right will win big, along with their end users.

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