DoubleVerify apologises for wrong display of Xs Brand Safety Rate [Video]

Delhi: DoubleVerify, which offers brand-safety measurement ratings for digital platforms to major advertisers, acknowledged that it had been incorrectly displaying X’s Brand Safety Rate — a measure of how often ads appeared next to content that met advertiser-approved criteria — on its dashboard for nearly five months.

Media reports stated that between October 24, 2023, and March 14, 2024, DoubleVerify’s dashboard showed incorrect data to advertisers regarding X. In some instances, the measurement firm indicated scores as low as 70%, though X’s Brand Safety Rates were actually 99.99%. DoubleVerify CEO Mark Zagorski apologised to customers on April 12 for the error and confirmed that the company’s dashboard now accurately reflects X’s brand-safety rates.

“The underlying data in DV Pinnacle was correct; only the graphical representation was misleading regarding the Brand Safety Rate,” DoubleVerify stated.

“We apologise for any confusion this may have caused to X and our customers as they …