Customers.AI has released its “2025 State of the Website Visitor Identification Industry Report,” revealing significant data accuracy issues in the anonymous website visitor identification space. The report uncovers a widespread data accuracy problem that’s damaging brands’ marketing efforts, driving up costs, and impacting performance.

With the rise of third-party cookie deprecation and the increasing reliance on AI-powered tools, anonymous website visitor identification has quickly become a $1B industry. However, the lack of transparency and accountability for data accuracy among providers is hindering progress.

Customers.AI’s “2025 State of the Website Visitor Identification Industry Report” reveals industry-wide data inaccuracy.

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Testing revealed that two of three website visitor identification providers scored very poor, with accuracy rates ranging from approximately 5%-30%. In contrast, Customers.AI’s solution delivered an accuracy rate of approximately 65%-85%, showcasing a clear performance gap in the industry.

“Brands deserve to know the truth about the data they’re relying on. Our report highlights a shockingly low data accuracy rate for legacy Website Visitor Identification solutions and an urgent need for greater transparency and accountability in the industry,” said Larry Kim, CEO and Founder of Customers.AI.

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“Identity is core to Blotout. We tested multiple data providers, and Customers.AI was the clear leader—superior accuracy, higher match rates, and real value. Most others performed extremely poorly in our testing and provided no observable incremental value,” said Mandar Shinde, CEO of first-party customer data platform Blotout.

Key Findings:

• Alarming Accuracy Gaps: Every Website ID vendor tested — except Customers.AI — struggles with low accuracy, averaging just 5%-30%. In contrast, Customers.AI achieves 65%-85% accuracy, delivering 2-18x higher True Match Rate, which directly drives significantly stronger marketing campaign KPIs.
• The Hidden Cost of Bad Data: Inaccurate visitor identification drives up marketing costs, harms email deliverability, and wastes ad spend.
• Call for Industry Accountability: Customers.AI’s new Visitor ID data testing tool allows brands to independently evaluate the accuracy of their visitor identification provider’s data.