X platform’s brand safety score for advertisers hurt by error

Social media platform X, formerly Twitter, is looking to set the record straight after its brand safety score on a key platform used by major media advertisers displayed an inaccurate rating for four and a half months.

X’s brand safety score on DoubleVerify, one of the leading sources for media holding companies to check the safety and suitability of a given platform for advertising campaigns, was displayed as an erroneously low figure from late October of last year until last month. While DoubleVerify (DV) noted that the underlying data was correct and it was just the display graphic that was incorrect, X says that low figure dissuaded advertisers from spending on the