According to a recent LinkedIn post from Bonsai, the company is drawing attention to the concept of marketing incrementality measured through holdout tests. The post explains that true advertising impact is reflected in the incremental lift between an exposed group and a non-exposed holdout, rather than in gross conversion rates.
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The post suggests that channels such as retargeting and branded search may show relatively low incrementality because they often target users already close to purchase. For investors, this emphasis on rigorous attribution and lift-based measurement may indicate that Bonsai is positioning its technology or expertise toward performance-oriented marketers seeking more efficient ad spend allocation.
If Bonsai’s offerings help clients better distinguish incremental impact from baseline demand, the company could benefit from budget shifts away from low-lift channels toward more effective tactics. This focus on data-driven marketing measurement could enhance Bonsai’s value proposition in the ad tech and performance marketing ecosystem, potentially supporting customer retention and pricing power over time.