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Elon Musk’s X gets apology from brand safety rating firm DoubleVerify over misreported data

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Elon Musk’s X, the social media platform formerly known as Twitter, has received an apology from brand safety measurement rating firm DoubleVerify (DV). As per DV, it had discovered a graphical error in X’s Brand safety Rate in its Pinnacle dashboard that resulted in the social media platform being listed with a lower score than intended. X’s erroneous data was displayed to advertisers for several months.   

DV noted that from October 24, 2023, to March 14, 2024, its Pinnacle dashboard displayed incorrect brand safety data to advertisers. As noted in a Variety report, in some cases, X’s scores were displayed to be as low as 70%, despite the platform’s actual scores being 99.99%. This error likely caused X quite a good number of advertisers. 

DoubleVerify CEO Mark Zagorski addressed the issue in a letter to the company’s clients. In the letter, Zagorski noted that the error has been fixed. He also noted that DoubleVerify is taking full responsibility for the misreported X data. 

Valued DV Customer:

DoubleVerify recently discovered a graphical error in the display of X’s Brand Safety Rate in DV’s Pinnacle dashboard that resulted in displaying an incorrect, lower rate. Specifically, Double Verify’s dashboard incorrectly mirrored the Brand Suitability Rate for your campaign onto the Brand Safety Rate in the summary graphic in Pinnacle. The underlying data available in DV Pinnacle was accurate; only the graphical visualization was not representative of the Brand Safety Rate. This display error occurred over four and a half months from October 24, 2023 to March 14th, 2024, when it was corrected by DV. All current and retroactive Brand Safety data for X is now correctly represented in Pinnacle. The display error was not present in any other area in the Ul, including the Incident Reporting and the Rollover Data Detail.

Based on DoubleVerify’s metrics, X’s Brand Safety Rate across all campaigns we measured exceeded 99.99% from October 2023 to the present. This means that X’s Brand Safety Rate exceeds global benchmarks for brand safety, based on DV’s global industry data.

Double Verify takes measurement accuracy and reporting seriously. We take full responsibility for the inaccurate visual representation of X’s Brand Safety Rate within our dashboard that displayed an inaccurate and lower Brand Safety Rate.

We apologize for any confusion this may have caused to X and to our customers in the course of reviewing your campaign performance on X. DV remains committed to maintaining the highest standards of accuracy and transparency in our data.

Double Verify is working closely with X to ensure that all future reports reflect the accurate Brand Safety performance of campaigns run on X’s platform. We also are conducting a thorough review of our processes and systems to ensure this issue does not occur in the future.

Should you wish to have a direct conversation with X regarding your reporting, we would be happy to relay your contact information to your X account lead and facilitate a meeting. Our team at Double Verify remains committed to maintaining trust and confidence in our platform, and would welcome a direct follow up with you should you wish to discuss further.

Best regards,

Mark Zagorski

CEO DoubleVerify

X owner Elon Musk expressed his appreciation to the brand safety firm’s cooperation into the matter. As noted by Musk, X’s brand safety is actually very good if measured correctly. “Thank you DoubleVerify for correcting your mistake regarding brand safety on this platform. When measured accurately, brand safety on 𝕏 is extremely good,” Musk wrote. 

Don’t hesitate to contact us with news tips. Just send a message to simon@teslarati.com to give us a heads up.

Simon is a reporter with a passion for electric cars and clean energy. Fascinated by the world envisioned by Elon Musk, he hopes to make it to Mars (at least as a tourist) someday.

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Armored Tesla Cybertruck “War Machine” debuts at Defense Expo 2025

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Photo: Unplugged Performance

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Tesla Megapacks chosen for 548 MWh energy storage project in Japan

Tesla plans to supply over 100 Megapack units to support a large stationary storage project in Japan, making it one of the country’s largest energy storage facilities.

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Credit: Tesla

Tesla’s Megapack grid-scale batteries have been selected to back an energy storage project in Japan, coming as the latest of the company’s continued deployment of the hardware.

As detailed in a report from Nikkei this week, Tesla plans to supply 142 Megapack units to support a 548 MWh storage project in Japan, set to become one of the country’s largest energy storage facilities. The project is being overseen by financial firm Orix, and it will be located at a facility Maibara in central Japan’s Shiga prefecture, and it aims to come online in early 2027.

The deal is just the latest of several Megapack deployments over the past few years, as the company continues to ramp production of the units. Tesla currently produces the Megapack at a facility in Lathrop, California, though the company also recently completed construction on its second so-called “Megafactory” in Shanghai China and is expected to begin production in the coming weeks.

READ MORE ON TESLA MEGAPACKS: Tesla Megapacks help power battery supplier Panasonic’s Kyoto test site

Tesla’s production of the Megapack has been ramping up at the Lathrop facility since initially opening in 2022, and both this site and the Shanghai Megafactory are aiming to eventually reach a volume production of 10,000 Megapack units per year. The company surpassed its 10,000th Megapack unit produced at Lathrop in November.

During Tesla’s Q4 earnings call last week, CEO Elon Musk also said that the company is looking to construct a third Megafactory, though he did not disclose where.

Last year, Tesla Energy also had record deployments of its Megapack and Powerwall home batteries with a total of 31.4 GWh of energy products deployed for a 114-percent increase from 2023.

Other recently deployed or announced Megapack projects include a massive 600 MW/1,600 MWh facility in Melbourne, a 75 MW/300 MWh energy storage site in Belgium, and a 228 MW/912 MWh storage project in Chile, along with many others still.

What are your thoughts? Let me know at zach@teslarati.com, find me on X at @zacharyvisconti, or send us tips at tips@teslarati.com.

Tesla highlights the Megapack site replacing Hawaii’s last coal plant

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Elon Musk responds to Ontario canceling $100M Starlink deal amid tariff drama

Ontario Premier Doug Ford said, opens new tab on February 3 that he was “ripping up” his province’s CA$100 million agreement with Starlink in response to the U.S. imposing tariffs on Canadian goods.

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NORAD and USNORTHCOM Public Affairs, Public domain, via Wikimedia Commons

Elon Musk company SpaceX is set to lose a $100 million deal with the Canadian province of Ontario following a response to the Trump administration’s decision to apply 25 percent tariffs to the country.

Starlink, a satellite-based internet service launched by the Musk entity SpaceX, will lose a $100 million deal it had with Ontario, Premier Doug Ford announced today.

Ford said on X today that Ontario is banning American companies from provincial contracts:

“We’ll be ripping up the province’s contract with Starlink. Ontario won’t do business with people hellbent on destroying our economy. Canada didn’t start this fight with the U.S., but you better believe we’re ready to win it.”

It is a blow to the citizens of the province more than anything, as the Starlink internet constellation has provided people in rural areas across the globe stable and reliable access for several years.

Musk responded in simple terms, stating, “Oh well.”

It seems Musk is less than enthused about the fact that Starlink is being eliminated from the province, but it does not seem like all that big of a blow either.

As previously mentioned, this impacts citizens more than Starlink itself, which has established itself as a main player in reliable internet access. Starlink has signed several contracts with various airlines and maritime companies.

It is also expanding to new territories across the globe on an almost daily basis.

With Mexico already working to avoid the tariff situation with the United States, it will be interesting to see if Canada does the same.

The two have shared a pleasant relationship, but President Trump is putting his foot down in terms of what comes across the border, which could impact Americans in the short term.

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