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DoubleVerify Apologizes for Misreporting X/Twitter’s Brand-Safety Rates for More Than Four Months
DoubleVerify displayed erroneous brand-safety rates for X (aka Twitter) for nearly five months; DoubleVerify says it has fixed the error.
Other account teams at Publicis Spark, which in addition to Molson Coors manages campaigns for such brands as Campbell’s and ConAgra, became aware of the erroneous DoubleVerify metric and then said they were hesitant to partner with X, according to Joe Benarroch, head of business operations at X. Monique Pintarelli, head of Americas for X, in remarks delivered Monday to the Mobile Marketing Association’s Board of Global Advertisers, noted that the social network’s tools for sensitivity settings and keyword adjacencies — and its partnerships with Integral Ad Sciences (IAS) and DoubleVerify to allow for third-party verification — were not available prior to Musk’s acquisition of . We apologize for any confusion this may have caused to X and to our customers in the course of reviewing your campaign performance on X. DV remains committed to maintaining the highest standards of accuracy and transparency in our data.
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