Wednesday, December 6, 2023

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    X’s brand safety efforts called into question (again) as MRC and TAG credentials hang in the balance

    While X (formerly Twitter) continues to pursue brand safety, its efforts to provide something comprehensive remains an uphill — seemingly — never ending battle.

    With each stride it makes on the issue, such as entrusting specialized tasks to Integral Ad Science (IAS) or DoubleVerify, it stumbles back two paces (thanks to owner Elon Musk’s impromptu tweets and decisions, not to mention the exodus of key brand safety team members).

    The ongoing saga regarding its own brand safety credentials (or lack thereof) is arguably one of the more substantial setbacks, growing more significant the longer it remains in limbo.

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