Todd Spangler NY Digital Editor DoubleVerify, which provides brand-safety measurement ratings for digital platforms to major advertisers, incorrectly displayed X‘s Brand Safety Rate — a measure of how frequently ads appeared adjacent to content that met advertiser-approved criteria — on the DoubleVerify dashboard for nearly five months.
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. “We apologize for any confusion this may have caused to X and to our customers in the course of reviewing your campaign performance on X,” Zagorski wrote in the message to customers. “DV remains committed to maintaining the highest standards of accuracy and transparency in our data.” It’s unclear how the error occurred.
Reps for X and DoubleVerify said the companies are continuing to investigate the issue. DoubleVerify is “conducting a thorough review of our processes and systems to ensure this issue does not occur in the future,” according to Zagorski.
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