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

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 platform.

This comes as advertisers have pulled back their spending on the social media platform following its takeover by an ownership group led by Elon Musk, citing concerns around content moderation policies that could hurt their brand by advertising on the platform.

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