DV Apologises to Musk over Brand Safety Ratings Error
April. 17, 2024 | By MrWeb
Digital media measurement and analytics firm DoubleVerify (DV) has apologised to X, formerly known as Twitter, for an error which over a recent four-month period gave the microblogging site brand safety ratings as low as 70%, when actual scores were as high as 99.99%, according to reports.
X owner Elon Musk has thanked DV for the correction and its co-operation, noting that the corrected figures show 'brand safety on X is extremely good'. However according to a report on Bloomberg, X CEO Linda Yaccarino in an email to partners said the errors sent an 'extremely misleading' message to advertisers and would have had a 'significant impact' on the company's business.
Brands with access to the Pinnacle dashboard included Amazon, Anheuser-Busch, Charles Schwab, Disney, FedEx, GM, McDonald's, Mondelez, Samsung, Sony and Uber. Yaccarino says advertisers should review the ad campaign choices they made during the four month plus period.