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Last Updated on April 15, 2024 by Robert C. Hoopes
Social Media Platform X Addresses Inaccurate Brand Safety Score on DoubleVerify
In a recent development, social media platform X, formerly known as Twitter, has been tackling an inaccurate brand safety score that was displayed on DoubleVerify from October 2023 to March 2024. This erroneous low rating had been dissuading advertisers from spending on the platform, causing significant concern within the industry.
Joe Benarroch, X’s head of business operations, emphasized the importance of third-party verification for brand safety. He highlighted the need for transparency and accurate reporting to build trust with advertisers and ensure that they feel confident in their spending decisions.
Following its acquisition by an ownership group led by Elon Musk, advertisers had pulled back spending on X, further exacerbated by the below-industry-standard brand safety rating displayed during the period of inaccurate figures on DoubleVerify. However, since CEO Linda Yaccarino joined the company in June, X has made significant investments in additional brand safety tools to bolster its credibility.
Linda Yaccarino urged advertisers to reconsider partnerships based on the corrected data from X, emphasizing the platform’s commitment to maintaining a safe and reliable environment for brands to advertise. DoubleVerify CEO Mark Zagorski acknowledged the graphical error that misrepresented X’s brand safety rate and issued an apology for the confusion caused.
DoubleVerify confirmed that X’s actual brand safety rate exceeded global benchmarks, despite the display error. The company is now working closely with X to ensure that future reports accurately reflect the platform’s brand safety performance and prevent similar issues from occurring in the future.
Overall, X is determined to regain advertisers’ trust and confidence by prioritizing brand safety and transparency in all its operations. By addressing this issue head-on and working collaboratively with DoubleVerify, X is taking proactive steps to ensure a secure advertising environment for brands on its platform.
