DoubleVerify Confirms Error in its Reporting Which Misrepresented X’s Brand Safety
This seems odd.
Today, ad measurement platform DoubleVerify has issued an apology for misreporting X’s brand safety measurement info for months within its client dashboard, which could have impacted ad spending in the app.
As reported by Variety:
“From Oct. 24, 2023, to March 14, 2024, DoubleVerify’s dashboard provided the wrong data for X to advertisers. In some cases, the measurement firm showed scores as low as 70%, whereas X’s Brand Safety Rates were in fact 99.99%. DoubleVerify CEO Mark Mark Zagorski, in a message to customers April 12, apologized for the error and said the company’s dashboard now correctly shows X’s brand-safety rates.”
X’s Head of America’s Monique Pintarelli has said that this error only impacted X, no other platform, and as per the above, it’s now been corrected to show X’s actual, accurate brand safety score.