According to a recent LinkedIn post from Bonsai, the company is emphasizing the importance of measuring advertising incrementality through controlled holdout tests. The post describes a framework in which the difference in conversion rates between an exposed group and a holdout group represents the true incremental lift from ad spend.
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The post suggests that much retargeting and branded search activity may deliver low incrementality, as these tactics often reach users already close to purchase. For investors, this focus on rigorous attribution could indicate Bonsai is aligned with performance-oriented marketers seeking to optimize budgets toward genuinely incremental channels.
If Bonsai’s products or services support this type of measurement, the emphasis on lift-based analytics could enhance its value proposition within the ad tech and performance marketing ecosystem. This positioning may help the company capture demand from CMOs and data-driven advertisers looking to justify spend under tighter ROI scrutiny, potentially supporting long-term customer retention and pricing power.