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Brands that made judgments based on inaccurate data are urged to reevaluate their partnerships by X CEO.

In an unexpected turn of events, Linda Yaccarino, CEO of X under Elon Musk’s leadership, has called upon advertisers to reassess their partnerships with the company due to erroneous data provided by DoubleVerify (DV), a key provider of Brand Safety measurements. DV had mistakenly displayed a significantly lower Brand Safety Rate for X on their dashboard from October last year to March 2024, impacting X’s business operations.

Yaccarino expressed her concerns regarding the prolonged display of inaccurate data by DV, emphasizing the substantial impact it had on X’s operations. While DV has acknowledged and rectified the error, Yaccarino urged advertisers who based their partnership decisions on this misleading data to reconsider their choices.

Elon Musk, the owner of X, extended gratitude to DoubleVerify for addressing the issue promptly and rectifying the mistake. He emphasized that when accurately measured, X maintains an excellent level of brand safety.

Interestingly, Musk took a dig at Meta, led by Mark Zuckerberg, stating that Meta does not share actual advertisement metrics, unlike X, which provides superior returns compared to the Facebook owner’s platform. This statement underscores Musk’s confidence in X’s advertising platform and highlights its competitive edge in the market.


Trish Basangar

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