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Social media platformformerly Twitter, is about to set a record for brand safety scores on the main platform used by big media advertisers after displaying inaccurate ratings for four and a half months.
X’s brand safety score on DoubleVerify, one of the main sources for media holding companies to check the safety and suitability of a particular platform for advertising campaigns, erroneously showed a low number from late October last year until last month. It had been. DoubleVerify (DV) noted that the underlying data was correct and only the displayed graphics were incorrect, but X said the low numbers deterred advertisers from spending on the platform. .
This comes as advertisers pull back spending on social media platforms following acquisitions by ownership groups led by social media platforms. Elon Muskcited concerns about content moderation policies that could damage their brand by running ads on the platform.
“The industry says no platform should grade their own homework,” Joe Benarroch, head of business operations at X, told FOX Business. “Introduce a third-party verifier. Don’t say our brand is safe, let someone else say our brand is safe. The entire market needs these companies to pay full price.” We’ve partnered with DoubleVerify at the request of every media holding company and every big brand marketer. ”
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X’s brand safety rating on DoubleVerify was incorrectly shown as below industry benchmarks for over four months before being corrected. (Photo credit: Jonathan Raa/NurPhoto via Getty Images / Getty Images)
A media holding company that operates advertising campaign And our spend on a number of well-known corporate brands is checked against Brand Safety Scores and Brand Suitability Ratings for the various platforms of the campaigns we engage with. DoubleVerify and Integrated Ad Science have emerged as the leading sources for these numbers, with industry standard Brand Safety scoring 99%, the benchmark that platforms should aim for.
Benarroch said that during the period when DoubleVerify was providing inaccurate numbers, X’s brand safety ratings ranged from the 70s to the 90s, below benchmarks, and advertisers were therefore discouraged from running campaigns with X. He said he had been second-guessing the matter. That caused a ripple effect for media holding companies. Benarroch said many brands have pulled back from advertising on X because it has “been shown time and time again” to be less secure than rival platforms.
He said Company X has invested heavily in additional brand safety tools since CEO Linda Yaccarino joined the company in June, and that the company has “fixed what was said, even though it wasn’t an issue.” He added that he was allocating an “incalculable” amount of time and investment to “trying to do this.” It was a problem for us. ”
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X CEO Linda Yaccarino said the incorrect brand safety assessment had a “significant impact on our business.” (Photo by Jerrod Harris/Getty Images for Vox Media/Getty Images)
X CEO Linda Yaccarino “Advertisers rely on tools and accurate ratings to make advertising partnership decisions,” he wrote in a post on the platform. We strongly recommend this to advertisers who have decided to do so.” It needs to be reconsidered based on incorrect data. ”
DoubleVerify CEO Mark Zagorski informed customers in a letter: “DoubleVerify recently discovered a graphical error in the display of images. X brand safety DV’s Pinnacle Dashboard rates were showing incorrectly low rates. ”
“Specifically, DoubleVerify’s dashboard incorrectly reflected a campaign’s brand conformance rate to the brand safety rate in Pinnacle’s overview graphic. While the underlying data available in DV Pinnacle was accurate, the graphical only the visualization did not represent the brand safety factor,” Zagorski wrote.
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X has struggled to retain advertisers amid controversy over its content moderation policies. (Photo by: Muhammad Selim Kolkata/Anadolu via Getty Images/Getty Images)
“This display error occurred over a four-and-a-half month period, from October 24, 2023 to March 14, 2024, and was fixed by DV. All current and historical brand safety data is displayed correctly in Pinnacle. “The display error no longer exists” in other areas of the UI, such as incident reports and rollover data details,” he explained.
“Based on DoubleVerify metrics, X’s brand safety rate for all campaigns we measured from October 2023 to date exceeded 99.99%, which is based on DV’s global industry data. , meaning that X’s brand safety rate exceeds the global benchmark for brand safety.
“DoubleVerify takes measurement accuracy and reporting seriously. We take full responsibility for the incorrect and low Brand Safety Factor for X displayed in our dashboard. We apologize for the confusion caused to X and our company.” campaign performance At X,” Zagorski wrote.
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He added that DV is working with Company X to ensure that future reports accurately reflect the brand safety performance of campaigns on the platform, and that DV is working with He added that he is working on a review.
