DoubleVerify Display Error Shows Incorrect Brand Safety Score for Social Media Platform X, Costing Ad Revenue
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Social media platform X's (formerly Twitter) brand safety score was erroneously displayed as low on DoubleVerify for 4.5 months, dissuading advertisers.
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The low score was just a display error and the underlying brand safety data was accurate per DoubleVerify.
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The erroneous score caused brands and media agencies to pull ad spending on platform X.
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DoubleVerify apologized for the graphical error that showed an incorrect, lower brand safety score for X.
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X has invested heavily in additional brand safety tools and wants advertisers that pulled spend based on the incorrect data to reconsider advertising on the platform.