Elon Musk’s social media platform, formerly known as Twitter, has received an apology from DoubleVerify (DV), a brand safety measurement rating firm. DV disclosed that it had identified a graphical error in X’s Brand safety Rate in its Pinnacle dashboard, leading to the social media platform being misrepresented with a lower score than intended.
This erroneous data was displayed to advertisers for several months, from October 24, 2023, to March 14, 2024. In some cases, X’s scores were displayed to be as low as 70%, despite the platform’s actual score being 99.99%.
This mistake likely impacted X’s advertiser base. DoubleVerify CEO, Mark Zagorski, addressed the issue in a letter to the company’s clients, taking full responsibility for the misreported data.
The company asserted that X’s Brand Safety Rate exceeds 99%, according to third-party analysis. On April 12, 2024, DoubleVerify communicated to its customers about the graphical error, stating that the underlying data available in DV Pinnacle was accurate; only the graphical visualization had been misrepresented.
The error occurred over four and a half months before it was corrected by DV. DoubleVerify assured its customers of a thorough review of its processes and systems to prevent such issues in the future.
Elon Musk expressed his gratitude to DoubleVerify for correcting the mistake, emphasizing the platform’s strong brand safety when accurately measured.