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.
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