
Matt McLaughlin
900 posts

Matt McLaughlin
@MattMcLaughlin
Enjoying all tech, live music/sports & boating. Former Navy submariner & AdTech exec (DoubleVerify/Advertising.com). Retired (for as long as I can). He/Him


















Tony Katsur turns the tables and interviews @aripap about the VAST standard. And in the newsletter we break down verification companies $IAS and $DV, give the bull vs bear case, and explore their innovation opportunities. news.marketecture.tv/p/verification…



X’s Brand Safety Rate exceeds 99% according to third-party analysis from DoubleVerify and Integral Ad Science. DoubleVerify, a company responsible for providing Brand Safety measurements to major advertisers, has been displaying an erroneous graphical error of X's Brand Safety Rate on their user interface dashboard for over four and a half months from October 24, 2023 to March 14, 2024. As a result, the dashboard displayed an extremely misleading lower Brand Safety Rate, in stark contrast to X’s actual score exceeding 99.99% from October 2023 to present day. This means that X’s Brand Safety Rate has exceeded global benchmarks for Brand Safety across all campaigns, based on DoubleVerify’s global industry data. DoubleVerify takes full responsibility for showing an incorrect and substantially lower Brand Safety Rate for X within your dashboard. DoubleVerify has communicated this to affected advertisers. All current and retroactive Brand Safety data for X is now correctly represented by DoubleVerify. X remains dedicated to ensuring a safe and transparent platform for our valued advertisers and users. We are deeply troubled by this gross misrepresentation of our Brand Safety performance and have taken immediate action to rectify the situation with DoubleVerify. X is committed to maintaining the highest standards of accuracy and transparency in our reporting and will work with DoubleVerify to ensure that our clients have accurate information. For advertisers who made business decisions due to this badly misrepresented metric, your X team along with DoubleVerify support will be in touch. We also encourage you to learn about our industry-leading Brand Safety efforts: business.x.com/en/help/ads-po…













