Critical Display Error in Brand Safety Metrics On Twitter/X Corrected

In a recent public statement on Twitter, Linda Yaccarino, CEO of X, highlighted a critical error in the display of the company’s Brand Safety Rate which was provided by DoubleVerify, a third-party company known for verifying brand safety metrics.

The error, identified in the graphical display of the Brand Safety Rate on X’s dashboard, persisted for nearly five months, from October 24, 2023, to March 14, 2024. During this period, the dashboard erroneously displayed a significantly lower Brand Safety Rate, which sharply contrasted with X’s actual rate. According to the statement, the true Brand Safety Rate for X has consistently exceeded 99.99% since October 2023, a figure that surpasses global benchmarks for brand safety across all campaigns, as per DoubleVerify’s global industry data.

Brand Safety Rate refers to a metric used to measure the extent to which a brand’s advertising efforts appear in environments that are deemed safe and appropriate, aligning with the brand’s values and standards. This rate is crucial for ensuring that ads do not appear alongside content that could harm the brand’s reputation.

DoubleVerify has accepted full responsibility for this oversight, acknowledging the display of incorrect and misleading safety rates on X’s dashboard. They have assured that they have communicated the error to the affected advertisers and have corrected the display to accurately reflect the current and retroactive Brand Safety data for X.

Yaccarino assured advertisers on social media platform, that immediate actions are being taken to rectify this issue in collaboration with DoubleVerify to ensure that all clients receive accurate and reliable information. She also mentioned that the X team, along with DoubleVerify support, will reach out to advertisers who may have made business decisions based on the erroneous data.

This situation underscores the critical importance of accurate data representation in digital marketing and the potential consequences of data inaccuracies on business decisions. It serves as a cautionary tale for all involved in paid social advertising and emphasizes the need for continuous vigilance and rigorous verification processes to maintain the integrity of marketing metrics.

Of course this follows a number of issues where paid social advertising platforms have shared incorrect data with advertisers leading to concerns about measurement accuracy and transparency. 

Here are a few notable examples:

Facebook Video Metrics Issue: In 2016, Facebook admitted to overestimating average viewing time for video ads on its platform for two years. This error reportedly inflated the average viewing times by 60-80%, which could have misled advertisers about the performance of their video ads on the platform.

Twitter Ad Billing Error: In 2016, Twitter disclosed a bug in its Android app that led to overcharging advertisers over a month-long period. The bug affected campaigns using the feature that charges advertisers for the first engagement with a campaign each day but instead charged them for engagements that occurred afterwards as well.

These incidents highlight the importance of accuracy in digital advertising metrics and underscore the need for ongoing vigilance by both advertisers and platforms to ensure data integrity and transparency. Such errors can have significant financial implications and can affect strategic decisions made by advertisers and we can’t always trust the data shared with us by platforms 100%.