Dozens of major brands said they could not advertise on X because of a poor rating from a third-party “brand safety” firm that now admits it made a mistake, the social media platform says.
DoubleVerify, a firm that rates digital platforms such as X based on how they handle questionable content like racism or “misinformation,” acknowledged it made a mistake with its rating of billionaire Elon Musk’s social media platform.
“DoubleVerify recently discovered a graphical error in the display of X’s Brand Safety Rate in DV’s Pinnacle dashboard that resulted in displaying an incorrect, lower rate,” CEO Mark Zegorski said. “This display error occurred over four and a half months.”
“Based on DoubleVerify’s metrics, X’s Brand Safety Rate across all campaigns we measured exceeded 99.99%,” he wrote. “We take full responsibility” and “apologize for any…
