Customers.AI has released its "2025 State of the Website Visitor Identification Industry Report," uncovering widespread data accuracy issues that are damaging marketing performance, increasing costs, and reducing effectiveness across the industry.

With the decline of third-party cookies and the rise of AI-powered visitor identification tools, this $1B industry is growing rapidly. However, inconsistent data accuracy among providers is hindering brands from making informed marketing decisions.

Alarming Accuracy Gaps in the Industry

The report's testing revealed critical performance disparities among website visitor identification providers:

Two of three providers scored poorly, with accuracy rates between 5%-30%.
Customers.AI outperformed competitors with an accuracy rate of 65%-85%.
Competitors’ low accuracy leads to wasted ad spend, poor email deliverability, and unreliable targeting.

"Brands deserve to know the truth about the data they're relying on. Our report highlights a shockingly low data accuracy rate for legacy solutions and the need for greater transparency," — Larry Kim, CEO & Founder, Customers.AI

The Cost of Bad Data in Marketing

Inaccurate visitor identification significantly impacts:

Higher Marketing Costs – Misdirected ad spend on incorrectly identified visitors.
Poor Email Deliverability – Low match rates lead to undelivered or misdirected emails.
Reduced Campaign Performance – Inaccurate targeting results in lower engagement and conversions.

Customers.AI’s Call for Industry Accountability

To address these challenges, Customers.AI has introduced a Visitor ID data testing tool, enabling brands to:

Independently evaluate their provider’s data accuracy.
Optimize their marketing spend based on reliable identification.
Ensure higher match rates and better performance.

"Identity is core to Blotout. We tested multiple providers, and Customers.AI was the clear leader—higher accuracy, better match rates, and real value," — Mandar Shinde, CEO, Blotout

As website visitor identification becomes a key pillar of digital marketing, accuracy and transparency are crucial. Customers.AI’s report highlights the urgent need for accountability while showcasing how its solution sets a new industry benchmark for data accuracy.