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

Posted on AllSides April 15th, 2024
From The Right
Jonathan Raa/NurPhoto via Getty Images / Getty Images

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...

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