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For approximately five months, DoubleVerify, which provides brand safety metrics for digital platforms to major advertisers, will be displaying a brand safety factor of was incorrectly displayed.
From October 24, 2023 to March 14, 2024, DoubleVerify’s dashboard provided X incorrect data to advertisers. In some cases, measurement companies gave scores as low as 70%, while X’s brand safety rate was actually 99.99%. In a message to customers on April 12, DoubleVerify CEO Mark Mark Zagorski apologized for the error and said the company’s dashboard now correctly displays Company X’s brand safety rating.
“We apologize for the confusion caused to X and our customers as we reviewed the performance of our campaigns on X,” Zagorski said in a message to customers. “DV remains committed to maintaining the highest standards of data accuracy and transparency.”
It is unclear how the error occurred. Representatives for X and DoubleVerify said the companies are continuing to investigate the issue. DoubleVerify is “thoroughly reviewing our processes and systems to ensure this issue does not occur in the future,” Zagorski said.
“X remains committed to ensuring a safe and transparent platform for our valued advertisers and users,” the X business account posted on Friday. “We are deeply troubled by this material misrepresentation of our brand safety performance, and together with DoubleVerify, we took immediate action to correct the situation.”
Elon Musk, the tech billionaire who owns Company X, wrote: post April 12: “Thank you DoubleVerify for correcting our brand safety mistakes on this platform. When measured accurately, 𝕏’s brand safety is very good.”
The social media company says DoubleVerify’s reporting errors have caused dozens of major brands to cut ad spend and cancel campaigns on X. For example, the DoubleVerify dashboard reports that the Molson Coors campaign was underperforming in his mid-90s, when in fact he had a low brand fit rate of 99.99%. In addition to Molson Coors, other account teams at Publicis Spark, which manages campaigns for brands such as Campbell’s and ConAgra, also became aware of the inaccuracies in the DoubleVerify metrics and partnered with X, said Joe Benarroch, head of business operations. He said he was hesitant about it. At X.
Monique Pintarelli, Head of Americas at X remarks The report, submitted to the Mobile Marketing Association’s Global Advertiser Committee on Monday, will include social network sensitivity settings and keyword adjacency tools, as well as integration with Integral Ad Sciences (IAS) and DoubleVerify, which enable third-party verification. The partnership noted that it was not previously available. Musk’s acquisition of Twitter.
Pintarelli also noted that DoubleVerify’s reporting errors only affected X, and urged advertisers to “work with your agency and measurement partners to ensure you have the most accurate information.” I asked for it.
“I’m proud of the work we’re doing to ensure our customers have the tools they need to ensure brand safety across our platforms,” Pintarelli said. “We currently exceed industry standards across all metrics and capabilities.”
Read Zagorski’s message to DoubleVerify customers regarding X’s brand protection rate reporting error.
Valuable DV customers:
DoubleVerify recently discovered a graphical error in the display of X’s brand safety rate on DV’s Pinnacle dashboard, resulting in an incorrectly low rate being displayed. Specifically, DoubleVerify’s dashboard incorrectly reflected a campaign’s brand compliance rate to the brand safety rate in Pinnacle’s overview graphic. The underlying data available on DV Pinnacle was accurate. Graphical visualization was not the only representation of brand safety rates. This display error occurred for four and a half months from October 24, 2023 to March 14, 2024, when the DV correction was made. All current and retrospective brand safety data for X is now displayed correctly in Pinnacle. The display error was not present in other areas of the UI, such as incident reports or rollover data details.
Based on DoubleVerify metrics, X’s brand safety rate across all measured campaigns exceeded 99.99% from October 2023 to present. This means that, based on DV’s global industry data, 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 inaccurate visual representation of X’s Brand Safety Factor within the Dashboard, resulting in an inaccurate and low Brand Safety Factor.
We apologize for any confusion this may have caused to X and our customers as we reviewed the performance of our campaigns with X. DV remains committed to maintaining the highest standards of data accuracy and transparency.
DoubleVerify works closely with X to ensure that all future reports reflect accurate brand safety performance for campaigns running on X’s platform. We are also conducting a thorough review of our processes and systems to ensure this issue does not occur in the future.
If you would like to discuss your report directly with X, we will be happy to pass your contact information to X’s account representative to facilitate a meeting. The team at DoubleVerify remains committed to maintaining trust and confidence in our platform and welcomes direct follow-up if you would like to discuss further.
thank you,
mark zagorski
CEO
double verify
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