According to a recent LinkedIn post from Bonsai, the declining role of third-party tracking from major ad platforms such as Google and Meta is shifting responsibility for user-level measurement back to brands. The post suggests that first-party data and in-house tracking infrastructure are becoming central to understanding customer journeys from first touch to purchase.
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The post highlights that marketers can no longer rely on outsourced measurement from ad platforms and instead need to build their own visibility into customer behavior. For investors, this emphasis implies potential demand for Bonsai’s data and analytics capabilities, positioning the company to benefit from structural changes in digital marketing measurement and potentially strengthening its competitive standing in growth-focused marketing technology.