Former CEO urges brands to reassess partnerships formed on erroneous data

New Delhi, April 13 (IANS) Elon Musk-run X CEO Linda Yaccarino urged advertisers to reconsider partnership with the company due to erroneous data. DoubleVerify showed incorrect Brand Safety Rate for X from October to March. X-owner Musk thanked DoubleVerify for correcting the mistake regarding brand safety on the platform.

According to X, DoubleVerify displayed a substantially lower Brand Safety Rate for X on their user interface dashboard. Yaccarino stated, “For months, DV displayed an extremely low and misleading Brand Safety Rating for X. That’s had a significant impact on our business.”

The company took full responsibility for the error and communicated with affected advertisers. Yaccarino urged advertisers who based partnership decisions on the erroneous data to reconsider. Musk also mentioned that X’s brand safety is “extremely good” when measured accurately.

Musk also took a dig at Meta, stating that X provides better returns than the Mark Zuckerberg-led company. He said, “Meta does not share actual advertisement metrics while X gives better returns.” DoubleVerify has corrected the mistake regarding brand safety on the X platform, as acknowledged by Musk.


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