According to a recent LinkedIn post from Bonsai, the company highlights a shift in digital marketing from third-party tracking by platforms such as Google and Meta toward first-party, brand-owned user data. The post suggests that marketers can no longer rely on external ad platforms for full-funnel measurement and instead need direct visibility into customer journeys from first touch to purchase.
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The post emphasizes that brands investing in their own tracking infrastructure and customer journey analytics could gain a significant competitive edge in what it describes as the next era of marketing. For investors, this focus positions Bonsai within the broader trend toward privacy-resilient measurement solutions, potentially supporting demand for tools and services that enable first-party data ownership and more efficient growth strategies.