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If you're having trouble viewing this email, you can see it online, https:/=
/api.neonemails.com/emails/content/54qbHSBCGzyVRpXsLjMxwVNf_da8J88wOmTraYlo=
1_E=3D.
April 19, 2024=20

DoubleVerify=E2=80=99s brand safety promises are a farce, and X shows why


After two years of watching its ad revenue plummet, it looks like X =E2=80=
=94 the app formerly known as Twitter =E2=80=94 has found a willing scapego=
at: the brand safety verification company DoubleVerify.=20

In a post published Friday evening, X Business claimed that from October 24=
, 2023 to March 14, 2024, DoubleVerify had displayed an incorrect =E2=80=9C=
Brand Safety Rate,=E2=80=9D which is the measure of how often ads showed up=
next to toxic content.=20

In fact, throughout that period, X actually had =E2=80=94 and continues to =
have =E2=80=94 a Brand Safety Rate that =E2=80=9Cexceeded 99.99%,=E2=80=9D =
DoubleVerify wrote. If you=E2=80=99re confused as to how a website that has=
made countless headlines for soaring hate, unrestricted pornography accoun=
ts, and rampant disinformation apparently as close as you can get to 100% b=
rand safe, we can help.=20

It=E2=80=99s because DoubleVerify=E2=80=99s brand safety promises are a far=
ce.

=F0=9F=8E=A5 WATCH: Rachel Gilmore breaks down this story on TikTok


Why is DoubleVerify unreliable?

DoubleVerify is one of a handful of ad verification companies that claim to=
check whether ads are being served as reported. This includes viewability =
(making sure ads are actually showing up, visibly, on a given website) and =
brand safety (checking that ads aren=E2=80=99t running alongside toxic cont=
ent).

It then serves up a Brand Safety Rate on a dashboard that advertisers can c=
onsult when considering where they=E2=80=99d like to place their ads.

While this sounds good in theory, peek under the hood of DoubleVerify=E2=80=
=99s methodology and you realize its =E2=80=9Cbrand safe=E2=80=9D rating is=
built on methodology that=E2=80=99s shakier than a car on cobblestones.

Because DoubleVerify doesn=E2=80=99t really =E2=80=9Cmeasure=E2=80=9D anyth=
ing on X*.* That=E2=80=99s not how things work with =E2=80=9Cwalled gardens=
=E2=80=9D like Twitter, Meta, YouTube, and other social platforms that get =
to choose what =E2=80=9Cindependent 3rd parties=E2=80=9D they work with. Wh=
at=E2=80=99s really happening is that DoubleVerify reports on data that X m=
akes available to it.

That=E2=80=99s right. Despite the fact that they=E2=80=99re supposed to be =
an independent third party, DoubleVerify =E2=80=94 like other verification =
vendors that =E2=80=98measure=E2=80=99 brand safety on social platforms =E2=
=80=94 effectively relies on X for access to the data it then summarizes as=
a =E2=80=9CBrand Safety Rating.=E2=80=9D

There=E2=80=99s a difference between independent measurement and reporting =
on what you=E2=80=99re allowed to see =E2=80=94 and DoubleVerify does the l=
atter.
DoubleVerify has a weird standard for =E2=80=9Cbrand safe=E2=80=9D

When you realize that X itself supplies the data used to grade its brand sa=
fety, the =E2=80=9Cexceeded 99.99%=E2=80=9D Brand Safety Rate starts to mak=
e a lot more sense.

Because, in November 2023 =E2=80=94 after DoubleVerify claimed X=E2=80=99s =
real =E2=80=9CBrand Safety Rate=E2=80=9D had topped =E2=80=9C99.99%=E2=80=
=9D =E2=80=94 Apple, Disney, Lionsgate and IBM paused ads on X in the wake =
of Elon Musk calling an antisemitic conspiracy theory posted on X =E2=80=9C=
the actual truth.=E2=80=9D

Earlier this year, we documented ads being served on Twitter posts that amp=
lify unhinged conspiracy theorist Alex Jones. We also saw ads under conspir=
acy-laden tweets Jones amplified.

On top of that, brands did not suddenly begin pausing their advertising aft=
er DoubleVerify=E2=80=99s supposed October error. X=E2=80=99s ad revenue ha=
d dropped more than 50% by July of 2023 =E2=80=94 well before DoubleVerify =
began publishing an =E2=80=9Cincorrect=E2=80=9D Brand Safety Rating.
The problem with brand safety companies

DoubleVerify isn=E2=80=99t an outlier. The brand safety space is largely a =
reputation-washing front with questionable standards and opaque methodology=
.

Take, for example, the Trustworthy Accountability Group =E2=80=94 which qui=
etly renewed X=E2=80=99s Brand Safety Certified seal late last summer. We i=
mmediately filed a formal complaint.

Now, X is no longer =E2=80=9CBrand Safety Certified.=E2=80=9D

It doesn=E2=80=99t make sense that TAG ever renewed X=E2=80=99s brand safet=
y seal after Musk=E2=80=99s takeover. But, like DoubleVerify, TAG=E2=80=99s=
pay-to-play model begs the question of whether its =E2=80=9Cseals=E2=80=9D=
are little more than a meaningless rubber stamp. TAG funds itself largely =
through hefty certification fees, and it doesn=E2=80=99t do any audits on m=
ember organizations itself =E2=80=94 instead relying on them to get their o=
wn independent auditors to validate that they adhere to TAG=E2=80=99s requi=
rements.

Here=E2=80=99s the kicker =E2=80=94 these companies also help each other lo=
ok better. Because guess which other company is TAG certified? DoubleVerify=
. And, unsurprisingly, =E2=80=9Cindependent measurement=E2=80=9D isn=E2=80=
=99t actually one of TAG=E2=80=99s requirements.
An easy out for X

Despite all these glaring issues with the claim, X CEO Linda Yaccarino wast=
ed no time pinning the platform=E2=80=99s dismal ad performance on DoubleVe=
rify.

=E2=80=9CDV displayed an extremely low and misleading Brand Safety Rating f=
or X. That's had a significant impact on our business,=E2=80=9D she wrote i=
n a post on X.

=E2=80=9CNow that the error has been recognized, apologized for and correct=
ed =E2=80=94 I urge those advertisers who have made partnership decisions w=
ith X based on the erroneous data to reconsider.=E2=80=9D

We also recommend advertisers making decisions based on erroneous data to r=
econsider their ad placements.

Unfortunately, that might not work out so well for X.



=20



*Fred Durst voice* Keep votin=E2=80=99 votin=E2=80=99 votin=E2=80=99=20

European elections start in June, so Mozilla and Check First decided to str=
ess test tech platforms=E2=80=99 ad libraries. They=E2=80=99re critical too=
ls for the public to assess the role of advertising on services used by bil=
lions every day =E2=80=94 and they=E2=80=99re also required as part of the =
EU=E2=80=99s Digital Services Act.

Turns out the tools are far from perfect, but hey, it=E2=80=99s a start. Di=
g into Mozilla and CheckFirst=E2=80=99s full set of recommendations here: h=
ttps://mzl.la/3vTcGlc



=20



=E2=88=B7 WHAT WE'RE READING

=F0=9F=A4=96
Palantir is pitching ad agencies on its AI technology

A company that collects data for intelligence groups trying to woo ad agenc=
ies? Really putting the =E2=80=9Csurveillance=E2=80=9D in the surveillance =
economy with this one.=20

=20

=F0=9F=94=A5

Q&A: Arielle Garcia on why she joined Check My Ads

Our Director of Intelligence chatted with Morning Brew=E2=80=99s Ryan Barwi=
ck about all the CLEANSING FIRES she=E2=80=99s hoping to spark in the adtec=
h industry.

=F0=9F=92=80

A new bill could help save California journalism. Google wants it dead.

The California Journalism Preservation Act aims to get tech giants to pay j=
ournalists. That=E2=80=99s good! So of course Google says it=E2=80=99s movi=
ng to block news stories there. That=E2=80=99s bad!

=20

=F0=9F=92=B0

From Content to Payment: the Rise and Implications of Social Media Ad Reven=
ue Sharing

Digital Rights Researcher Victoire Rio breaks down how monetization of soci=
al media accounts developed and what happens when social media companies be=
come payment behemoths (hint: disinformation!). =20

=20



=20



Thanks for being with us this week, and we=E2=80=99ll be back in your inbox=
soon =F0=9F=91=80

Hugs,




=20



Follow us on socials

=20











=20

Fund the work

DONATE

=20

Check My Ads Institute is a non-profit 501(c)3 organization.=20
=E2=80=A8Tax ID/EIN: 87-1895699

Have any questions or comments? =E2=80=A8Reach out to us at Hello@CheckMyAd=
s.org

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both; display: block; margin: 0 auto; Margin: 0 auto; float: none; text-ali=
gn: center; height: auto;"><!--[if mso]></center><![end-if]-->
</figure> <p class=3D"align-center" style=3D"font-weight: 40=
0; margin: 0; Margin: 0; margin-bottom: 10px; Margin-bottom: 10px; backgrou=
nd: #f8f5ee; padding: 10px 0px 0px; color: #013b5c; font-family: Roboto, sa=
ns-serif; font-size: 9pt; line-height: 12pt; text-align: center;"><strong>A=
pril 19, 2024&nbsp;</strong></p></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #ffffff; font-family: Roboto,Arial,sans-serif;">=
=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; text-align: lef=
t; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word-=
break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; b=
order-collapse: collapse; padding-top: 8px; padding-bottom: 8px;"><p class=
=3D"align-center" style=3D"font-family: Roboto,Arial,sans-serif; font-weigh=
t: 400; Margin: 0; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; =
Margin-bottom: 10px; background: #ffffff; padding: 15px 10px 10px; color: #=
013b5c; max-width: 480px; margin: 20px auto 0px; text-align: center;"><span=
style=3D"font-family: Georgia, serif; font-size: 28pt;">DoubleVerify=E2=80=
=99s brand safety promises are a farce, and X shows why<br><!-- notionvc: 0=
a346530-4ea3-44f8-a450-0234ff8192b2 --></span></p></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #ffffff; font-family: Roboto,Arial,sans-serif;">=
=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; text-align: lef=
t; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word-=
break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; b=
order-collapse: collapse; padding-top: 8px; padding-bottom: 8px;"><p style=
=3D"color: #3c4144; font-family: Roboto,Arial,sans-serif; font-weight: 400;=
padding: 0; Margin: 0; text-align: left; font-size: 12pt; line-height: 1.5=
; margin-bottom: 10px; Margin-bottom: 10px; background: #ffffff; padding-to=
p: 5px; padding-right: 10px; padding-bottom: 20px; max-width: 480px; margin=
: 0px auto 10px;">After two years of watching its ad revenue plummet, it lo=
oks like X =E2=80=94 the app formerly known as Twitter =E2=80=94 has found =
a willing scapegoat: the brand safety verification company DoubleVerify.&nb=
sp;<br><br>In a post published Friday evening, <a href=3D"[link removed]
mails.com/emails/tracking/click-link/54qbHSBCGzyVRpXsLjMxwVNf_da8J88wOmTraY=
lo1_E=3D/LmPEjXXG5B_0XgvWkziqT1T-IvBgCyLRZsbZi2SHS64=3D" style=3D"color: #0=
074d9; text-decoration: none; font-weight: inherit; padding: 0; text-align:=
left; line-height: 1.5;">X Business claimed</a>&nbsp;that from October 24,=
2023 to March 14, 2024, DoubleVerify had displayed an incorrect =E2=80=9CB=
rand Safety Rate,=E2=80=9D which is the measure of how often ads showed up =
next to toxic content. <br><br>In fact, throughout that period, X actually =
had =E2=80=94 and continues to have =E2=80=94 a Brand Safety Rate that =E2=
=80=9Cexceeded 99.99%,=E2=80=9D&nbsp;<a href=3D"[link removed]
emails/tracking/click-link/54qbHSBCGzyVRpXsLjMxwVNf_da8J88wOmTraYlo1_E=3D/L=
mPEjXXG5B_0XgvWkziqTwEhyWFy32wl-n9l0agb6Mo=3D" style=3D"color: #0074d9; tex=
t-decoration: none; font-weight: inherit; padding: 0; text-align: left; lin=
e-height: 1.5;">DoubleVerify wrote</a>. If you=E2=80=99re confused as to ho=
w a website that has made countless&nbsp;<a href=3D"[link removed]
com/emails/tracking/click-link/54qbHSBCGzyVRpXsLjMxwVNf_da8J88wOmTraYlo1_E=
=3D/LmPEjXXG5B_0XgvWkziqT4O8Q0ztvdyiieIoHINiroY=3D" style=3D"color: #0074d9=
; text-decoration: none; font-weight: inherit; padding: 0; text-align: left=
; line-height: 1.5;">headlines for soaring hate</a>,&nbsp;<a href=3D"https:=
//api.neonemails.com/emails/tracking/click-link/54qbHSBCGzyVRpXsLjMxwVNf_da=
8J88wOmTraYlo1_E=3D/LmPEjXXG5B_0XgvWkziqT69XUH4lh9DEf9fHO88tBuw=3D" style=
=3D"color: #0074d9; text-decoration: none; font-weight: inherit; padding: 0=
; text-align: left; line-height: 1.5;">unrestricted pornography accounts</a=
>, and&nbsp;<a href=3D"[link removed]
k/54qbHSBCGzyVRpXsLjMxwVNf_da8J88wOmTraYlo1_E=3D/LmPEjXXG5B_0XgvWkziqT8YXCf=
qs9jXDzEHY2n2WNmc=3D" style=3D"color: #0074d9; text-decoration: none; font-=
weight: inherit; padding: 0; text-align: left; line-height: 1.5;">rampant d=
isinformation</a> apparently as close as you can get to 100% brand safe, we=
can help. <br><br>It=E2=80=99s because DoubleVerify=E2=80=99s brand safety=
promises are a farce.</p> <p style=3D"color: #3c4144; font-family: Roboto,=
Arial,sans-serif; font-weight: 400; padding: 0; Margin: 0; text-align: left=
; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10=
px; background: #ffffff; padding-top: 5px; padding-right: 10px; padding-bot=
tom: 20px; max-width: 480px; margin: 0px auto 10px;"><strong>&nbsp;=F0=9F=
=8E=A5 <a title=3D"WATCH: Rachel Gilmore breaks down this story on TikTok" =
href=3D"[link removed]
pXsLjMxwVNf_da8J88wOmTraYlo1_E=3D/LmPEjXXG5B_0XgvWkziqT9cCM4XiVzUBSKq0e4njn=
nI=3D" target=3D"_blank" rel=3D"noopener" style=3D"color: #0074d9; text-dec=
oration: none; font-weight: inherit; padding: 0; text-align: left; line-hei=
ght: 1.5;">WATCH: Rachel Gilmore breaks down this story on TikTok</a></stro=
ng></p></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #ffffff; font-family: Roboto,Arial,sans-serif;">=
=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; text-align: lef=
t; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word-=
break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; b=
order-collapse: collapse; padding-top: 8px; padding-bottom: 8px;">
<figure class style=3D"margin: 0 0 1rem; Margin: 0 0 1rem;">
<!--[if mso]><center><![end-if]-->=20
<figure class style=3D"margin: 0 0 1rem; Margin: 0 0 1rem;"=
>
<!--[if mso]><center><![end-if]-->=20
<figure class style=3D"margin: 0 0 1rem; Margin: 0 0 1rem;=
">
<!--[if mso]><center><![end-if]-->=20
<figure class style=3D"margin: 0 0 1rem; Margin: 0 0 1rem=
;">
<!--[if mso]><center><![end-if]-->
<img class=3D"align-center" src=3D"[link removed]
p.neoncrm.com/neon/resource/checkmyads/images/CMA_DoubleVerify.jpg" alt=3D"=
CMA_DoubleVerify.jpg" width=3D"600" align=3D"center" style=3D"outline: none=
; text-decoration: none; -ms-interpolation-mode: bicubic; max-width: 100%; =
clear: both; display: block; margin: 0 auto; Margin: 0 auto; float: none; t=
ext-align: center; height: auto;"><!--[if mso]></center><![end-if]-->
</figure>=20
</figure>=20
</figure>=20
</figure></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #ffffff; font-family: Roboto,Arial,sans-serif;">=
=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; text-align: lef=
t; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word-=
break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; b=
order-collapse: collapse; padding-top: 8px; padding-bottom: 8px;"><h4 style=
=3D"padding: 0; Margin: 0; text-align: left; line-height: 130%; color: inhe=
rit; word-wrap: normal; font-weight: 400; margin-bottom: 10px; Margin-botto=
m: 10px; font-size: 24px; background: rgb(255, 255, 255); padding-top: 5px;=
padding-right: 10px; padding-bottom: 20px; max-width: 480px; margin: 0px a=
uto 10px; font-family: Georgia, serif;"><span style=3D"font-family: Georgia=
, serif; font-size: 20pt; color: #013b5c;">Why is DoubleVerify unreliable?<=
/span></h4> <p style=3D"color: #3c4144; font-family: Roboto,Arial,sans-seri=
f; font-weight: 400; padding: 0; Margin: 0; text-align: left; font-size: 12=
pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px; background:=
#ffffff; padding-top: 5px; padding-right: 10px; padding-bottom: 20px; max-=
width: 480px; margin: 0px auto 10px;">DoubleVerify is one of a handful of a=
d verification companies that claim to check whether ads are being served a=
s reported. This includes viewability (making sure ads are actually showing=
up, visibly, on a given website) and brand safety (checking that ads aren=
=E2=80=99t running alongside toxic content).</p> <p style=3D"color: #3c4144=
; font-family: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; Margi=
n: 0; text-align: left; font-size: 12pt; line-height: 1.5; margin-bottom: 1=
0px; Margin-bottom: 10px; background: #ffffff; padding-top: 5px; padding-ri=
ght: 10px; padding-bottom: 20px; max-width: 480px; margin: 0px auto 10px;">=
It then serves up a Brand Safety Rate on a dashboard that advertisers can c=
onsult when considering where they=E2=80=99d like to place their ads.</p> <=
p style=3D"color: #3c4144; font-family: Roboto,Arial,sans-serif; font-weigh=
t: 400; padding: 0; Margin: 0; text-align: left; font-size: 12pt; line-heig=
ht: 1.5; margin-bottom: 10px; Margin-bottom: 10px; background: #ffffff; pad=
ding-top: 5px; padding-right: 10px; padding-bottom: 20px; max-width: 480px;=
margin: 0px auto 10px;">While this sounds good in theory, peek under the h=
ood of DoubleVerify=E2=80=99s methodology and you realize its =E2=80=9Cbran=
d safe=E2=80=9D rating is built on methodology that=E2=80=99s shakier than =
a car on cobblestones.</p> <p style=3D"color: #3c4144; font-family: Roboto,=
Arial,sans-serif; font-weight: 400; padding: 0; Margin: 0; text-align: left=
; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10=
px; background: #ffffff; padding-top: 5px; padding-right: 10px; padding-bot=
tom: 20px; max-width: 480px; margin: 0px auto 10px;">Because DoubleVerify d=
oesn=E2=80=99t really =E2=80=9Cmeasure=E2=80=9D&nbsp;<em>anything on</em>&n=
bsp;X*.* That=E2=80=99s not how things work with =E2=80=9Cwalled gardens=E2=
=80=9D like Twitter, Meta, YouTube, and other social platforms that get to =
choose what =E2=80=9Cindependent 3rd parties=E2=80=9D they work with. What=
=E2=80=99s really happening is that DoubleVerify&nbsp;<em>reports</em>&nbsp=
;on data that X makes available to it.</p> <p style=3D"color: #3c4144; font=
-family: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; Margin: 0; =
text-align: left; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; M=
argin-bottom: 10px; background: #ffffff; padding-top: 5px; padding-right: 1=
0px; padding-bottom: 20px; max-width: 480px; margin: 0px auto 10px;">That=
=E2=80=99s right. Despite the fact that they=E2=80=99re supposed to be an i=
ndependent third party, DoubleVerify =E2=80=94 like other verification vend=
ors that =E2=80=98measure=E2=80=99 brand safety on social platforms =E2=80=
=94 effectively relies on X for access to the data it then summarizes as a&=
nbsp;<em>=E2=80=9CBrand Safety Rating</em>.=E2=80=9D</p> <p style=3D"color:=
#3c4144; font-family: Roboto,Arial,sans-serif; font-weight: 400; padding: =
0; Margin: 0; text-align: left; font-size: 12pt; line-height: 1.5; margin-b=
ottom: 10px; Margin-bottom: 10px; background: #ffffff; padding-top: 5px; pa=
dding-right: 10px; padding-bottom: 20px; max-width: 480px; margin: 0px auto=
10px;">There=E2=80=99s a difference between independent measurement and re=
porting on what you=E2=80=99re allowed to see =E2=80=94 and DoubleVerify do=
es the latter.<!-- notionvc: 72befd02-daaa-4747-8a3c-e10aca8bd0ed --></p> <=
h4 style=3D"padding: 0; Margin: 0; text-align: left; line-height: 130%; col=
or: inherit; word-wrap: normal; font-weight: 400; margin-bottom: 10px; Marg=
in-bottom: 10px; font-size: 24px; background: rgb(255, 255, 255); padding-t=
op: 5px; padding-right: 10px; padding-bottom: 20px; max-width: 480px; margi=
n: 0px auto 10px; font-family: Georgia, serif;"><span style=3D"font-family:=
Georgia, serif; font-size: 20pt; color: #013b5c;">DoubleVerify has a weird=
standard for =E2=80=9Cbrand safe=E2=80=9D</span></h4> <p style=3D"color: #=
3c4144; font-family: Roboto,Arial,sans-serif; font-weight: 400; padding: 0;=
Margin: 0; text-align: left; font-size: 12pt; line-height: 1.5; margin-bot=
tom: 10px; Margin-bottom: 10px; background: #ffffff; padding-top: 5px; padd=
ing-right: 10px; padding-bottom: 20px; max-width: 480px; margin: 0px auto 1=
0px;">When you realize that X itself&nbsp;<a href=3D"[link removed]
.com/emails/tracking/click-link/54qbHSBCGzyVRpXsLjMxwVNf_da8J88wOmTraYlo1_E=
=3D/LmPEjXXG5B_0XgvWkziqT1Q5erW1AO7o9oTnWYAAZnM=3D" style=3D"color: #0074d9=
; text-decoration: none; font-weight: inherit; padding: 0; text-align: left=
; line-height: 1.5;">supplies the data</a>&nbsp;used to grade its brand saf=
ety, the =E2=80=9Cexceeded 99.99%=E2=80=9D Brand Safety Rate starts to make=
a lot more sense.</p> <p style=3D"color: #3c4144; font-family: Roboto,Aria=
l,sans-serif; font-weight: 400; padding: 0; Margin: 0; text-align: left; fo=
nt-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px; =
background: #ffffff; padding-top: 5px; padding-right: 10px; padding-bottom:=
20px; max-width: 480px; margin: 0px auto 10px;">Because, in November 2023 =
=E2=80=94 after DoubleVerify claimed X=E2=80=99s real =E2=80=9CBrand Safety=
Rate=E2=80=9D had topped =E2=80=9C99.99%=E2=80=9D =E2=80=94&nbsp;<a href=
=3D"[link removed]
jMxwVNf_da8J88wOmTraYlo1_E=3D/LmPEjXXG5B_0XgvWkziqT1_uuVEwvvXPbehNgM1YIrk=
=3D" style=3D"color: #0074d9; text-decoration: none; font-weight: inherit; =
padding: 0; text-align: left; line-height: 1.5;">Apple, Disney, Lionsgate a=
nd IBM paused ads on X in the wake of Elon Musk calling an antisemitic cons=
piracy theory posted on X =E2=80=9Cthe actual truth</a>.=E2=80=9D</p> <p st=
yle=3D"color: #3c4144; font-family: Roboto,Arial,sans-serif; font-weight: 4=
00; padding: 0; Margin: 0; text-align: left; font-size: 12pt; line-height: =
1.5; margin-bottom: 10px; Margin-bottom: 10px; background: #ffffff; padding=
-top: 5px; padding-right: 10px; padding-bottom: 20px; max-width: 480px; mar=
gin: 0px auto 10px;">Earlier this year,&nbsp;<a href=3D"[link removed]
ils.com/emails/tracking/click-link/54qbHSBCGzyVRpXsLjMxwVNf_da8J88wOmTraYlo=
1_E=3D/LmPEjXXG5B_0XgvWkziqT6KYtnzDWta3BtTwxKuX5sU=3D" style=3D"color: #007=
4d9; text-decoration: none; font-weight: inherit; padding: 0; text-align: l=
eft; line-height: 1.5;">we documented ads being served on Twitter posts tha=
t amplify unhinged conspiracy theorist Alex Jones</a>. We also saw ads&nbsp=
;<a href=3D"[link removed]
zyVRpXsLjMxwVNf_da8J88wOmTraYlo1_E=3D/LmPEjXXG5B_0XgvWkziqT-Ox4yKFtGTWMqUiq=
QL89a8=3D" style=3D"color: #0074d9; text-decoration: none; font-weight: inh=
erit; padding: 0; text-align: left; line-height: 1.5;">under conspiracy-lad=
en tweets Jones amplified</a>.</p> <p style=3D"color: #3c4144; font-family:=
Roboto,Arial,sans-serif; font-weight: 400; padding: 0; Margin: 0; text-ali=
gn: left; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bo=
ttom: 10px; background: #ffffff; padding-top: 5px; padding-right: 10px; pad=
ding-bottom: 20px; max-width: 480px; margin: 0px auto 10px;">On top of that=
, brands did not suddenly begin pausing their advertising after DoubleVerif=
y=E2=80=99s supposed October error. X=E2=80=99s ad revenue had&nbsp;<a href=
=3D"[link removed]
jMxwVNf_da8J88wOmTraYlo1_E=3D/LmPEjXXG5B_0XgvWkziqT4SaPc3cCTAClc5sCLbg-S4=
=3D" style=3D"color: #0074d9; text-decoration: none; font-weight: inherit; =
padding: 0; text-align: left; line-height: 1.5;">dropped more than 50%</a>&=
nbsp;by July of 2023 =E2=80=94 well before DoubleVerify began publishing an=
=E2=80=9Cincorrect=E2=80=9D Brand Safety Rating.</p> <h4 style=3D"padding:=
0; Margin: 0; text-align: left; line-height: 130%; color: inherit; word-wr=
ap: normal; font-weight: 400; margin-bottom: 10px; Margin-bottom: 10px; fon=
t-size: 24px; background: rgb(255, 255, 255); padding-top: 5px; padding-rig=
ht: 10px; padding-bottom: 20px; max-width: 480px; margin: 0px auto 10px; fo=
nt-family: Georgia, serif;"><span style=3D"font-family: Georgia, serif; fon=
t-size: 20pt; color: #013b5c;">The problem with brand safety companies</spa=
n></h4> <p style=3D"color: #3c4144; font-family: Roboto,Arial,sans-serif; f=
ont-weight: 400; padding: 0; Margin: 0; text-align: left; font-size: 12pt; =
line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px; background: #ff=
ffff; padding-top: 5px; padding-right: 10px; padding-bottom: 20px; max-widt=
h: 480px; margin: 0px auto 10px;">DoubleVerify isn=E2=80=99t an outlier. Th=
e brand safety space is largely a reputation-washing front with questionabl=
e standards and opaque methodology.</p> <p style=3D"color: #3c4144; font-fa=
mily: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; Margin: 0; tex=
t-align: left; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Marg=
in-bottom: 10px; background: #ffffff; padding-top: 5px; padding-right: 10px=
; padding-bottom: 20px; max-width: 480px; margin: 0px auto 10px;">Take, for=
example, the Trustworthy Accountability Group =E2=80=94 which quietly rene=
wed X=E2=80=99s Brand Safety Certified seal late last summer. We&nbsp;<a hr=
ef=3D"[link removed]
sLjMxwVNf_da8J88wOmTraYlo1_E=3D/LmPEjXXG5B_0XgvWkziqT4ySCzfCdOouPqsEaYJmdEo=
=3D" style=3D"color: #0074d9; text-decoration: none; font-weight: inherit; =
padding: 0; text-align: left; line-height: 1.5;">immediately filed a formal=
complaint</a>.</p> <p style=3D"color: #3c4144; font-family: Roboto,Arial,s=
ans-serif; font-weight: 400; padding: 0; Margin: 0; text-align: left; font-=
size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px; bac=
kground: #ffffff; padding-top: 5px; padding-right: 10px; padding-bottom: 20=
px; max-width: 480px; margin: 0px auto 10px;">Now, X is no longer =E2=80=9C=
Brand Safety Certified.=E2=80=9D</p> <p style=3D"color: #3c4144; font-famil=
y: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; Margin: 0; text-a=
lign: left; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-=
bottom: 10px; background: #ffffff; padding-top: 5px; padding-right: 10px; p=
adding-bottom: 20px; max-width: 480px; margin: 0px auto 10px;">It doesn=E2=
=80=99t make sense that TAG ever renewed X=E2=80=99s brand safety seal afte=
r Musk=E2=80=99s takeover. But, like DoubleVerify, TAG=E2=80=99s pay-to-pla=
y model begs the question of whether its =E2=80=9Cseals=E2=80=9D are little=
more than a meaningless rubber stamp. TAG&nbsp;<a href=3D"[link removed]
emails.com/emails/tracking/click-link/54qbHSBCGzyVRpXsLjMxwVNf_da8J88wOmTra=
Ylo1_E=3D/LmPEjXXG5B_0XgvWkziqT8bFaSTHVUY2FZNMxixUUpg=3D" style=3D"color: #=
0074d9; text-decoration: none; font-weight: inherit; padding: 0; text-align=
: left; line-height: 1.5;">funds itself largely</a>&nbsp;through hefty cert=
ification fees, and it&nbsp;<a href=3D"[link removed]
acking/click-link/54qbHSBCGzyVRpXsLjMxwVNf_da8J88wOmTraYlo1_E=3D/LmPEjXXG5B=
_0XgvWkziqT5wVsLkpigUrDJCYQJ4b_ew=3D" style=3D"color: #0074d9; text-decorat=
ion: none; font-weight: inherit; padding: 0; text-align: left; line-height:=
1.5;">doesn=E2=80=99t do any audits on member organizations itself</a>&nbs=
p;=E2=80=94 instead relying on them to get their own independent auditors t=
o validate that they adhere to TAG=E2=80=99s requirements.</p> <p style=3D"=
color: #3c4144; font-family: Roboto,Arial,sans-serif; font-weight: 400; pad=
ding: 0; Margin: 0; text-align: left; font-size: 12pt; line-height: 1.5; ma=
rgin-bottom: 10px; Margin-bottom: 10px; background: #ffffff; padding-top: 5=
px; padding-right: 10px; padding-bottom: 20px; max-width: 480px; margin: 0p=
x auto 10px;">Here=E2=80=99s the kicker =E2=80=94 these companies also help=
each other look better. Because guess which other company is TAG certified=
? DoubleVerify. And, unsurprisingly, =E2=80=9Cindependent measurement=E2=80=
=9D&nbsp;<a href=3D"[link removed]
4qbHSBCGzyVRpXsLjMxwVNf_da8J88wOmTraYlo1_E=3D/LmPEjXXG5B_0XgvWkziqT7YRYMCbu=
wOIhSvTAM2N03g=3D" style=3D"color: #0074d9; text-decoration: none; font-wei=
ght: inherit; padding: 0; text-align: left; line-height: 1.5;">isn=E2=80=99=
t&nbsp;<em>actually</em>&nbsp;one of TAG=E2=80=99s requirements</a>.</p> <h=
4 style=3D"padding: 0; Margin: 0; text-align: left; line-height: 130%; colo=
r: inherit; word-wrap: normal; font-weight: 400; margin-bottom: 10px; Margi=
n-bottom: 10px; font-size: 24px; background: rgb(255, 255, 255); padding-to=
p: 5px; padding-right: 10px; padding-bottom: 20px; max-width: 480px; margin=
: 0px auto 10px; font-family: Georgia, serif;"><span style=3D"font-family: =
Georgia, serif; font-size: 20pt; color: #013b5c;">An easy out for X</span><=
/h4> <p style=3D"color: #3c4144; font-family: Roboto,Arial,sans-serif; font=
-weight: 400; padding: 0; Margin: 0; text-align: left; font-size: 12pt; lin=
e-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px; background: #fffff=
f; padding-top: 5px; padding-right: 10px; padding-bottom: 20px; max-width: =
480px; margin: 0px auto 10px;">Despite all these glaring issues with the cl=
aim, X CEO Linda Yaccarino wasted no time pinning the platform=E2=80=99s di=
smal ad performance on DoubleVerify.</p> <p style=3D"color: #3c4144; font-f=
amily: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; Margin: 0; te=
xt-align: left; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Mar=
gin-bottom: 10px; background: #ffffff; padding-top: 5px; padding-right: 10p=
x; padding-bottom: 20px; max-width: 480px; margin: 0px auto 10px;">=E2=80=
=9CDV displayed an extremely low and misleading Brand Safety Rating for X. =
That's had a significant impact on our business,=E2=80=9D&nbsp;<a href=3D"h=
ttps://api.neonemails.com/emails/tracking/click-link/54qbHSBCGzyVRpXsLjMxwV=
Nf_da8J88wOmTraYlo1_E=3D/LmPEjXXG5B_0XgvWkziqTyXRDjAq93vp00lBGu8XETw=3D" st=
yle=3D"color: #0074d9; text-decoration: none; font-weight: inherit; padding=
: 0; text-align: left; line-height: 1.5;">she wrote in a post on X</a>.</p>=
<p style=3D"color: #3c4144; font-family: Roboto,Arial,sans-serif; font-wei=
ght: 400; padding: 0; Margin: 0; text-align: left; font-size: 12pt; line-he=
ight: 1.5; margin-bottom: 10px; Margin-bottom: 10px; background: #ffffff; p=
adding-top: 5px; padding-right: 10px; padding-bottom: 20px; max-width: 480p=
x; margin: 0px auto 10px;">=E2=80=9CNow that the error has been recognized,=
apologized for and corrected =E2=80=94 I urge those advertisers who have m=
ade partnership decisions with X based on the erroneous data to reconsider.=
=E2=80=9D</p> <p style=3D"color: #3c4144; font-family: Roboto,Arial,sans-se=
rif; font-weight: 400; padding: 0; Margin: 0; text-align: left; font-size: =
12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px; backgroun=
d: #ffffff; padding-top: 5px; padding-right: 10px; padding-bottom: 20px; ma=
x-width: 480px; margin: 0px auto 10px;">We also recommend advertisers makin=
g decisions based on erroneous data to reconsider their ad placements.</p> =
<p style=3D"color: #3c4144; font-family: Roboto,Arial,sans-serif; font-weig=
ht: 400; padding: 0; Margin: 0; text-align: left; font-size: 12pt; line-hei=
ght: 1.5; margin-bottom: 10px; Margin-bottom: 10px; background: #ffffff; pa=
dding-top: 5px; padding-right: 10px; padding-bottom: 20px; max-width: 480px=
; margin: 0px auto 10px;">Unfortunately, that might not work out so well fo=
r X.</p></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #ffffff; font-family: Roboto,Arial,sans-serif;">=
=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last divider" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; text-align: lef=
t; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word-=
break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; b=
order-collapse: collapse; padding-bottom: 0; padding-top: 0;">
<div>
<!--[if mso]><center><![end-if]-->=20
<div class=3D"titan__email-divider" style=3D"mso-line-heigh=
t-rule: exactly; line-height: 1pt; height: 1px; border-top-width: 2px; bord=
er-top-style: solid; border-top-color: #E3DFD9; margin-top: 12px; margin-bo=
ttom: 12px;" data-color=3D"#E3DFD9" data-thicknessnum=3D"2" data-dividersty=
le=3D"solid" data-topnum=3D"12" data-bottomnum=3D"12" data-height=3D"1" dat=
a-lineheight=3D"1">
&nbsp;
</div> <!--[if mso]></center><![end-if]-->
</div></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #ffffff; font-family: Roboto,Arial,sans-serif;">=
=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; text-align: lef=
t; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word-=
break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; b=
order-collapse: collapse; padding-top: 8px; padding-bottom: 8px;"><p style=
=3D"color: #3c4144; font-family: Roboto,Arial,sans-serif; font-weight: 400;=
padding: 0; Margin: 0; text-align: left; font-size: 12pt; line-height: 1.5=
; margin-bottom: 10px; Margin-bottom: 10px; background: #ffffff; padding-to=
p: 15px; padding-right: 10px; padding-bottom: 20px; max-width: 480px; margi=
n: 0px auto 10px;"><span style=3D"font-family: Georgia, serif; font-size: 2=
0pt; color: #013b5c;">*<span class=3D"discussion-level-1 discussion-id-7693=
dea6-8968-4fe0-9cd8-fcf105faebc0 notion-enable-hover" data-token-index=3D"1=
">Fred Durst voice</span>* Keep votin=E2=80=99 votin=E2=80=99 votin=E2=80=
=99 <!-- notionvc: 726b41f8-7911-470f-8c72-bd3e72be7e19 --></span><br><br>E=
uropean elections start in June, so Mozilla and Check First decided to stre=
ss test tech platforms=E2=80=99 ad libraries. They=E2=80=99re critical tool=
s for the public to assess the role of advertising on services used by bill=
ions every day =E2=80=94 and they=E2=80=99re also&nbsp;<span class=3D"notio=
n-enable-hover" data-token-index=3D"1">required</span> as part of the EU=E2=
=80=99s Digital Services Act.<!-- notionvc: 452eda53-61b9-4386-9fb8-b182a18=
5f3a5 --><br><br>Turns out the tools are far from perfect, but hey, it=E2=
=80=99s a start. Dig into Mozilla and CheckFirst=E2=80=99s full set of reco=
mmendations here: <a class=3D"notion-link-token notion-focusable-token noti=
on-enable-hover" tabindex=3D"0" href=3D"[link removed]
racking/click-link/54qbHSBCGzyVRpXsLjMxwVNf_da8J88wOmTraYlo1_E=3D/LmPEjXXG5=
B_0XgvWkziqT0OtMey5N6lPnvBFGutQ2jo=3D" rel=3D"noopener noreferrer" data-tok=
en-index=3D"1" style=3D"color: #0074d9; text-decoration: none; font-weight:=
inherit; padding: 0; text-align: left; line-height: 1.5;"><span class=3D"l=
ink-annotation-unknown-block-id-1170892080">[link removed]</span></=
a></p></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #ffffff; font-family: Roboto,Arial,sans-serif;">=
=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last divider" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; text-align: lef=
t; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word-=
break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; b=
order-collapse: collapse; padding-bottom: 0; padding-top: 0;">
<div>
<!--[if mso]><center><![end-if]-->=20
<div class=3D"titan__email-divider" style=3D"mso-line-heigh=
t-rule: exactly; line-height: 1pt; height: 1px; border-top-width: 2px; bord=
er-top-style: solid; border-top-color: #E3DFD9; margin-top: 40px; margin-bo=
ttom: 30px;" data-color=3D"#E3DFD9" data-thicknessnum=3D"2" data-dividersty=
le=3D"solid" data-topnum=3D"40" data-bottomnum=3D"30" data-height=3D"1" dat=
a-lineheight=3D"1">
&nbsp;
</div> <!--[if mso]></center><![end-if]-->
</div></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #ffffff; font-family: Roboto,Arial,sans-serif;">=
=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; text-align: lef=
t; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word-=
break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; b=
order-collapse: collapse; padding-top: 8px; padding-bottom: 8px;"><p style=
=3D"font-family: Roboto,Arial,sans-serif; Margin: 0; text-align: left; marg=
in-bottom: 10px; Margin-bottom: 10px; padding: 20px 10px 0px; color: #fd483=
b; font-size: 9pt; line-height: 16pt; max-width: 480px; margin: 5px auto 10=
px; font-weight: bold;"><span style=3D"font-size: 12pt;">=E2=88=B7 </span>W=
HAT WE'RE READING</p></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #ffffff; font-family: Roboto,Arial,sans-serif;">=
=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; text-align: lef=
t; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word-=
break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; b=
order-collapse: collapse; padding-top: 8px; padding-bottom: 8px;">
<table class=3D"editor-table" style=3D"border-spacing: 0; bo=
rder-collapse: collapse; padding: 0; vertical-align: top; text-align: left;=
max-width: 480px; margin: 0px auto; border-style: solid; border-color: #ff=
ffff; width: 87.591241%; height: 30px;" border=3D"0">=20
<tbody>=20
<tr style=3D"padding: 0; vertical-align: top; text-align: =
left; height: 30px;">=20
<td class=3D"align-center" style=3D"word-wrap: break-word=
; vertical-align: top; color: #3c4144; font-family: Roboto,Arial,sans-serif=
; font-weight: 400; padding: 0; margin: 0; Margin: 0; font-size: 12pt; line=
-height: 1.5; width: 9.656709%; text-align: center; height: 30px; border-co=
llapse: collapse;"><span style=3D"font-size: 21.333334px;">=F0=9F=A4=96</sp=
an></td>=20
<td style=3D"word-wrap: break-word; vertical-align: top; =
color: #3c4144; font-family: Roboto,Arial,sans-serif; font-weight: 400; pad=
ding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; line-heig=
ht: 1.5; width: 90.762579%; height: 30px; border-collapse: collapse;"> <h4 =
style=3D"padding: 0; margin: 0; Margin: 0; text-align: left; line-height: 1=
30%; color: inherit; word-wrap: normal; font-weight: 400; margin-bottom: 10=
px; Margin-bottom: 10px; font-size: 24px; font-family: Georgia, serif;"><sp=
an style=3D"font-size: 16pt;"><a class=3D"notion-link-token notion-focusabl=
e-token notion-enable-hover" tabindex=3D"0" href=3D"[link removed]
com/emails/tracking/click-link/54qbHSBCGzyVRpXsLjMxwVNf_da8J88wOmTraYlo1_E=
=3D/LmPEjXXG5B_0XgvWkziqT89IkQnsDVIJNb8pJnV6w3Q=3D" rel=3D"noopener norefer=
rer" data-token-index=3D"0" style=3D"text-decoration: none; font-weight: in=
herit; padding: 0; text-align: left; line-height: 1.5; color: #0074d9;"><sp=
an class=3D"link-annotation-unknown-block-id-1053684392">Palantir is pitchi=
ng ad agencies on its AI technology</span></a><!-- notionvc: 719d5754-897b-=
432b-a169-3cb3d1c60b19 --></span></h4> <p style=3D"color: #3c4144; font-fam=
ily: Roboto,Arial,sans-serif; font-weight: 400; margin: 0; Margin: 0; text-=
align: left; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin=
-bottom: 10px; background: #ffffff; padding: 5px 0px 10px;">A company that =
collects data for intelligence groups trying to woo ad agencies? Really put=
ting the&nbsp;<span class=3D"discussion-id-3c2714bc-4243-4f80-aae4-9e087f56=
06be notion-enable-hover" data-token-index=3D"1">=E2=80=9Csurveillance=E2=
=80=9D</span> in the surveillance economy with this one. <!-- notionvc: 991=
2fac4-cc3f-4d19-a492-8fc58c7d2dd4 --></p> </td>=20
</tr>=20
</tbody>=20
</table> <p style=3D"color: #3c4144; font-family: Roboto,Ari=
al,sans-serif; font-weight: 400; padding: 0; margin: 0; Margin: 0; text-ali=
gn: left; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bo=
ttom: 10px;">&nbsp;</p></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #ffffff; font-family: Roboto,Arial,sans-serif;">=
=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; text-align: lef=
t; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word-=
break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; b=
order-collapse: collapse; padding-top: 8px; padding-bottom: 8px;">
<table class=3D"editor-table" style=3D"border-spacing: 0; bo=
rder-collapse: collapse; padding: 0; vertical-align: top; text-align: left;=
max-width: 480px; margin: 0px auto; border-style: solid; border-color: #ff=
ffff; width: 87.591241%; height: 30px;" border=3D"0">=20
<tbody>=20
<tr style=3D"padding: 0; vertical-align: top; text-align: =
left; height: 30px;">=20
<td class=3D"align-center" style=3D"word-wrap: break-word=
; vertical-align: top; color: #3c4144; font-family: Roboto,Arial,sans-serif=
; font-weight: 400; padding: 0; margin: 0; Margin: 0; font-size: 12pt; line=
-height: 1.5; width: 9.656709%; text-align: center; height: 30px; border-co=
llapse: collapse;"><span style=3D"padding: 20px 10px 5px; font-size: 16pt; =
line-height: 22pt;">=F0=9F=94=A5</span></td>=20
<td style=3D"word-wrap: break-word; vertical-align: top; =
color: #3c4144; font-family: Roboto,Arial,sans-serif; font-weight: 400; pad=
ding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; line-heig=
ht: 1.5; width: 90.762579%; height: 30px; border-collapse: collapse;"><span=
style=3D"text-decoration: underline;"><span style=3D"font-family: Georgia,=
serif; font-size: 16pt;"><a class=3D"notion-link-token notion-focusable-to=
ken notion-enable-hover" tabindex=3D"0" href=3D"[link removed]
emails/tracking/click-link/54qbHSBCGzyVRpXsLjMxwVNf_da8J88wOmTraYlo1_E=3D/L=
mPEjXXG5B_0XgvWkziqT-G8C6EMTHUZV9PLY8LR2e8=3D" rel=3D"noopener noreferrer" =
data-token-index=3D"0" style=3D"color: #0074d9; text-decoration: none; font=
-weight: inherit; padding: 0; text-align: left; line-height: 1.5;"><span cl=
ass=3D"link-annotation-unknown-block-id--283995255">Q&amp;A: Arielle Garcia=
on why she joined Check My Ads</span></a><!-- notionvc: 5df29e02-bd20-4db1=
-9250-e4fb80458da8 --></span></span> <p style=3D"color: #3c4144; font-famil=
y: Roboto,Arial,sans-serif; font-weight: 400; margin: 0; Margin: 0; text-al=
ign: left; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-b=
ottom: 10px; background: #ffffff; padding: 5px 0px 10px;">Our Director of I=
ntelligence chatted with Morning Brew=E2=80=99s Ryan Barwick about all the&=
nbsp;<span class=3D"discussion-level-1 discussion-id-13b88f90-58bd-4d25-acf=
3-c95c40ebe074 notion-enable-hover" data-token-index=3D"1">CLEANSING FIRES<=
/span> she=E2=80=99s hoping to spark in the adtech industry.<!-- notionvc: =
a25bd9f4-4394-45bd-86a9-edadc9017b83 --></p> </td>=20
</tr>=20
</tbody>=20
</table></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #ffffff; font-family: Roboto,Arial,sans-serif;">=
=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; text-align: lef=
t; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word-=
break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; b=
order-collapse: collapse; padding-top: 8px; padding-bottom: 8px;">
<table class=3D"editor-table" style=3D"border-spacing: 0; bo=
rder-collapse: collapse; padding: 0; vertical-align: top; text-align: left;=
max-width: 480px; margin: 0px auto; border-style: solid; border-color: #ff=
ffff; width: 87.591241%; height: 30px;" border=3D"0">=20
<tbody>=20
<tr style=3D"padding: 0; vertical-align: top; text-align: =
left; height: 30px;">=20
<td class=3D"align-center" style=3D"word-wrap: break-word=
; vertical-align: top; color: #3c4144; font-family: Roboto,Arial,sans-serif=
; font-weight: 400; padding: 0; margin: 0; Margin: 0; font-size: 12pt; line=
-height: 1.5; width: 9.656709%; text-align: center; height: 30px; border-co=
llapse: collapse;"><span style=3D"font-size: 21.333334px;">=F0=9F=92=80</sp=
an></td>=20
<td style=3D"word-wrap: break-word; vertical-align: top; =
color: #3c4144; font-family: Roboto,Arial,sans-serif; font-weight: 400; pad=
ding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; line-heig=
ht: 1.5; width: 90.762579%; height: 30px; border-collapse: collapse;"><span=
style=3D"text-decoration: underline;"><span style=3D"font-family: Georgia,=
serif; font-size: 16pt;"><a class=3D"notion-link-token notion-focusable-to=
ken notion-enable-hover" tabindex=3D"0" href=3D"[link removed]
emails/tracking/click-link/54qbHSBCGzyVRpXsLjMxwVNf_da8J88wOmTraYlo1_E=3D/L=
mPEjXXG5B_0XgvWkziqT-ACHBDoq-Mnw78vK6w5Ens=3D" rel=3D"noopener noreferrer" =
data-token-index=3D"0" style=3D"color: #0074d9; text-decoration: none; font=
-weight: inherit; padding: 0; text-align: left; line-height: 1.5;"><span cl=
ass=3D"link-annotation-unknown-block-id--621847218">A new bill could help s=
ave California journalism. Google wants it dead</span></a>.<!-- notionvc: 9=
9fd6585-e524-44a4-aff1-b1a6696956e9 --></span></span> <p style=3D"color: #3=
c4144; font-family: Roboto,Arial,sans-serif; font-weight: 400; margin: 0; M=
argin: 0; text-align: left; font-size: 12pt; line-height: 1.5; margin-botto=
m: 10px; Margin-bottom: 10px; background: #ffffff; padding: 5px 0px 10px;">=
The&nbsp;<span class=3D"link-annotation-unknown-block-id--4623061">Californ=
ia Journalism Preservation Act</span>&nbsp;aims to get tech giants to pay j=
ournalists. That=E2=80=99s good! So of course Google says it=E2=80=99s movi=
ng to block news stories there. That=E2=80=99s bad!<!-- notionvc: eeaeab7c-=
b36f-4738-9a51-f193c64fe927 --></p> </td>=20
</tr>=20
</tbody>=20
</table> <p style=3D"color: #3c4144; font-family: Roboto,Ari=
al,sans-serif; font-weight: 400; padding: 0; margin: 0; Margin: 0; text-ali=
gn: left; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bo=
ttom: 10px;">&nbsp;</p></th>=20
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<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #ffffff; font-family: Roboto,Arial,sans-serif;">=
=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; text-align: lef=
t; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word-=
break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; b=
order-collapse: collapse; padding-top: 8px; padding-bottom: 8px;">
<table class=3D"editor-table" style=3D"border-spacing: 0; bo=
rder-collapse: collapse; padding: 0; vertical-align: top; text-align: left;=
max-width: 480px; margin: 0px auto; border-style: solid; border-color: #ff=
ffff; width: 87.591241%; height: 30px;" border=3D"0">=20
<tbody>=20
<tr style=3D"padding: 0; vertical-align: top; text-align: =
left; height: 30px;">=20
<td class=3D"align-center" style=3D"word-wrap: break-word=
; vertical-align: top; color: #3c4144; font-family: Roboto,Arial,sans-serif=
; font-weight: 400; padding: 0; margin: 0; Margin: 0; font-size: 12pt; line=
-height: 1.5; width: 9.656709%; text-align: center; height: 30px; border-co=
llapse: collapse;"><span style=3D"font-size: 21.333334px;">=F0=9F=92=B0</sp=
an></td>=20
<td style=3D"word-wrap: break-word; vertical-align: top; =
color: #3c4144; font-family: Roboto,Arial,sans-serif; font-weight: 400; pad=
ding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; line-heig=
ht: 1.5; width: 90.762579%; height: 30px; border-collapse: collapse;"><span=
style=3D"text-decoration: underline;"><span style=3D"font-family: Georgia,=
serif; font-size: 16pt;"><a class=3D"notion-link-token notion-focusable-to=
ken notion-enable-hover" tabindex=3D"0" href=3D"[link removed]
emails/tracking/click-link/54qbHSBCGzyVRpXsLjMxwVNf_da8J88wOmTraYlo1_E=3D/L=
mPEjXXG5B_0XgvWkziqT-2eZOSmgXxsLGYbt2A1YQI=3D" rel=3D"noopener noreferrer" =
data-token-index=3D"0" style=3D"color: #0074d9; text-decoration: none; font=
-weight: inherit; padding: 0; text-align: left; line-height: 1.5;"><span cl=
ass=3D"link-annotation-unknown-block-id--624336132">From Content to Payment=
: the Rise and Implications of Social Media Ad Revenue Sharing</span></a><!=
-- notionvc: 653478ab-7bf6-4220-b30e-c7a70245c879 --><!-- notionvc: 99fd658=
5-e524-44a4-aff1-b1a6696956e9 --></span></span> <p style=3D"color: #3c4144;=
font-family: Roboto,Arial,sans-serif; font-weight: 400; margin: 0; Margin:=
0; text-align: left; font-size: 12pt; line-height: 1.5; margin-bottom: 10p=
x; Margin-bottom: 10px; background: #ffffff; padding: 5px 0px 10px;">Digita=
l Rights Researcher Victoire Rio breaks down how monetization of social med=
ia accounts developed and what happens when social media companies become p=
ayment behemoths (hint: disinformation!). &nbsp;<!-- notionvc: eeaeab7c-b36=
f-4738-9a51-f193c64fe927 --></p> </td>=20
</tr>=20
</tbody>=20
</table> <p style=3D"color: #3c4144; font-family: Roboto,Ari=
al,sans-serif; font-weight: 400; padding: 0; margin: 0; Margin: 0; text-ali=
gn: left; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bo=
ttom: 10px;">&nbsp;</p></th>=20
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<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #ffffff; font-family: Roboto,Arial,sans-serif;">=
=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last divider" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; text-align: lef=
t; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word-=
break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; b=
order-collapse: collapse; padding-bottom: 0; padding-top: 0;">
<div>
<!--[if mso]><center><![end-if]-->=20
<div class=3D"titan__email-divider" style=3D"mso-line-heigh=
t-rule: exactly; line-height: 1pt; height: 1px; border-top-width: 2px; bord=
er-top-style: solid; border-top-color: #E3DFD9; margin-top: 40px; margin-bo=
ttom: 30px;" data-color=3D"#E3DFD9" data-thicknessnum=3D"2" data-dividersty=
le=3D"solid" data-topnum=3D"40" data-bottomnum=3D"30" data-height=3D"1" dat=
a-lineheight=3D"1">
&nbsp;
</div> <!--[if mso]></center><![end-if]-->
</div></th>=20
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</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #ffffff; font-family: Roboto,Arial,sans-serif;">=
=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; text-align: lef=
t; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word-=
break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; b=
order-collapse: collapse; padding-top: 8px; padding-bottom: 8px;"><p style=
=3D"color: #3c4144; font-family: Roboto,Arial,sans-serif; font-weight: 400;=
Margin: 0; text-align: left; font-size: 12pt; line-height: 1.5; margin-bot=
tom: 10px; Margin-bottom: 10px; background: #ffffff; padding: 5px 10px 20px=
; max-width: 480px; margin: auto;">Thanks for being with us this week, and =
we=E2=80=99ll be back in your inbox soon <span role=3D"img" aria-label=3D"=
=F0=9F=91=80">=F0=9F=91=80</span><!-- notionvc: 1a18713b-472c-4807-b9ec-c40=
b7200cdeb --></p></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #ffffff; font-family: Roboto,Arial,sans-serif;">=
=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; text-align: lef=
t; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word-=
break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; b=
order-collapse: collapse; padding-top: 8px; padding-bottom: 8px;"><p style=
=3D"font-family: Roboto,Arial,sans-serif; font-weight: 400; Margin: 0; text=
-align: left; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margi=
n-bottom: 10px; background: #ffffff; color: #013b5c; padding: 30px 0px 20px=
; max-width: 480px; margin: auto;"><span style=3D"font-family: 'Roboto', sa=
ns-serif; font-size: 12pt; line-height: 10px;"> Hugs,</span><br><img class=
=3D"align-center" src=3D"[link removed]
heckmyads/images/CN_Sig2(1).png" alt=3D"CN_Sig2(1).png" width=3D"600" align=
=3D"center" style=3D"outline: none; text-decoration: none; -ms-interpolatio=
n-mode: bicubic; max-width: 100%; clear: both; display: block; margin: 0 au=
to; Margin: 0 auto; float: none; text-align: center; height: auto;"></p></t=
h>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #ffffff; font-family: Roboto,Arial,sans-serif;">=
=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last divider" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; text-align: lef=
t; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word-=
break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; b=
order-collapse: collapse; padding-bottom: 0; padding-top: 0;">
<div>
<!--[if mso]><center><![end-if]-->=20
<div class=3D"titan__email-divider" style=3D"mso-line-heigh=
t-rule: exactly; line-height: 1pt; height: 1px; border-top-width: 2px; bord=
er-top-style: solid; border-top-color: #E3DFD9; margin-top: 40px; margin-bo=
ttom: 30px;" data-color=3D"#E3DFD9" data-thicknessnum=3D"2" data-dividersty=
le=3D"solid" data-topnum=3D"40" data-bottomnum=3D"30" data-height=3D"1" dat=
a-lineheight=3D"1">
&nbsp;
</div> <!--[if mso]></center><![end-if]-->
</div></th>=20
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</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #ffffff; font-family: Roboto,Arial,sans-serif;">=
=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: Roboto,Arial,sans-serif; font-weight: 400; padding: 0; text-align: lef=
t; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word-=
break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; b=
order-collapse: collapse; padding-top: 8px; padding-bottom: 8px;">
<table class=3D"editor-table" style=3D"border-spacing: 0; bo=
rder-collapse: collapse; padding: 0; vertical-align: top; text-align: left;=
width: 100%; max-width: 480px; margin: 40px auto 0px; border-style: solid;=
border-color: #013B5C;" border=3D"2">=20
<tbody>=20
<tr style=3D"padding: 0; vertical-align: top; text-align: =
left;">=20
<td style=3D"word-wrap: break-word; vertical-align: top; =
color: #3c4144; font-family: Roboto,Arial,sans-serif; font-weight: 400; pad=
ding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; line-heig=
ht: 1.5; width: 99.817518%; border-collapse: collapse;"> <p style=3D"font-w=
eight: 400; Margin: 0; margin-bottom: 10px; Margin-bottom: 10px; background=
: #ffffff; padding: 20px 10px 20px; font-family: Georgia, serif; font-size:=
22pt; line-height: 24pt; color: #013b5c; max-width: 480px; text-align: cen=
ter; margin: auto;">Follow us on socials</p> </td>=20
</tr>=20
</tbody>=20
</table>=20
<table class=3D"editor-table" style=3D"border-spacing: 0; bo=
rder-collapse: collapse; padding: 0; vertical-align: top; text-align: left;=
width: 100%; max-width: 480px; margin: 0px auto 40px; background: #013B5C;=
border-style: solid; border-color: #013B5C;" border=3D"0">=20
<tbody>=20
<tr style=3D"padding: 0; vertical-align: top; text-align: =
left;">=20
<td style=3D"word-wrap: break-word; vertical-align: top; =
color: #3c4144; font-family: Roboto,Arial,sans-serif; font-weight: 400; pad=
ding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; line-heig=
ht: 1.5; width: 14.262089%; border-collapse: collapse;">&nbsp;</td>=20
<td style=3D"word-wrap: break-word; vertical-align: top; =
color: #3c4144; font-family: Roboto,Arial,sans-serif; font-weight: 400; pad=
ding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; line-heig=
ht: 1.5; width: 14.262089%; padding-top: 20px; padding-bottom: 10px; border=
-collapse: collapse;">=20
<figure class style=3D"margin: 0 0 1rem; Margin: 0 0 1re=
m;">
<!--[if mso]><center><![end-if]-->=20
<figure class style=3D"margin: 0 0 1rem; Margin: 0 0 1r=
em;">=20
<figure class style=3D"margin: 0 0 1rem; Margin: 0 0 1=
rem;">
<!--[if mso]><center><![end-if]--><a href=3D"[link removed]
api.neonemails.com/emails/tracking/click-link/54qbHSBCGzyVRpXsLjMxwVNf_da8J=
88wOmTraYlo1_E=3D/LmPEjXXG5B_0XgvWkziqT_STTdViPq3pPBqOra4RiuY=3D" data-link=
type=3D"default" style=3D"color: #0074d9; text-decoration: none; font-weigh=
t: inherit; padding: 0; text-align: left; line-height: 1.5; margin: 0 auto;=
"><img class=3D"align-center" src=3D"[link removed]
n/resource/checkmyads/images/Instagram_Glyph_White%20copy.png" alt=3D"Insta=
gram_Glyph_White%20copy.png" width=3D"30" align=3D"center" style=3D"outline=
: none; text-decoration: none; -ms-interpolation-mode: bicubic; max-width: =
100%; clear: both; border: none; display: block; margin: 0 auto; Margin: 0 =
auto; float: none; text-align: center; height: auto;"></a><!--[if mso]></ce=
nter><![end-if]-->
</figure> <!--[if mso]></center><![end-if]-->
</figure> <!--[if mso]></center><![end-if]-->
</figure> </td>=20
<td style=3D"word-wrap: break-word; vertical-align: top; =
color: #3c4144; font-family: Roboto,Arial,sans-serif; font-weight: 400; pad=
ding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; line-heig=
ht: 1.5; width: 14.262089%; padding-top: 20px; padding-bottom: 10px; border=
-collapse: collapse;">=20
<figure class style=3D"margin: 0 0 1rem; Margin: 0 0 1re=
m;">
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<figure class style=3D"margin: 0 0 1rem; Margin: 0 0 1r=
em;">
<!--[if mso]><center><![end-if]--><a href=3D"[link removed]
pi.neonemails.com/emails/tracking/click-link/54qbHSBCGzyVRpXsLjMxwVNf_da8J8=
8wOmTraYlo1_E=3D/LmPEjXXG5B_0XgvWkziqT_G1hUpcPX-f4f6GWHKk3cU=3D" data-linkt=
ype=3D"default" style=3D"color: #0074d9; text-decoration: none; font-weight=
: inherit; padding: 0; text-align: left; line-height: 1.5; margin: 0 auto;"=
><img class=3D"align-center" src=3D"[link removed]
/resource/checkmyads/images/LI-In-Bug.png" alt=3D"LI-In-Bug.png" width=3D"3=
0" align=3D"center" style=3D"outline: none; text-decoration: none; -ms-inte=
rpolation-mode: bicubic; max-width: 100%; clear: both; border: none; displa=
y: block; margin: 0 auto; Margin: 0 auto; float: none; text-align: center; =
height: auto;"></a><!--[if mso]></center><![end-if]-->
</figure> <!--[if mso]></center><![end-if]-->
</figure> </td>=20
<td style=3D"word-wrap: break-word; vertical-align: top; =
color: #3c4144; font-family: Roboto,Arial,sans-serif; font-weight: 400; pad=
ding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; line-heig=
ht: 1.5; width: 14.262089%; padding-top: 20px; padding-bottom: 10px; border=
-collapse: collapse;">=20
<figure class style=3D"margin: 0 0 1rem; Margin: 0 0 1re=
m;">
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<figure class style=3D"margin: 0 0 1rem; Margin: 0 0 1r=
em;">
<!--[if mso]><center><![end-if]--><a href=3D"[link removed]
pi.neonemails.com/emails/tracking/click-link/54qbHSBCGzyVRpXsLjMxwVNf_da8J8=
8wOmTraYlo1_E=3D/LmPEjXXG5B_0XgvWkziqT-z2_Ba56q76P8PN8pLmYQc=3D" data-linkt=
ype=3D"default" style=3D"color: #0074d9; text-decoration: none; font-weight=
: inherit; padding: 0; text-align: left; line-height: 1.5; margin: 0 auto;"=
><img class=3D"align-center" src=3D"[link removed]
/resource/checkmyads/images/TikTok-logo.png" alt=3D"TikTok-logo.png" width=
=3D"26" align=3D"center" style=3D"outline: none; text-decoration: none; -ms=
-interpolation-mode: bicubic; max-width: 100%; clear: both; border: none; d=
isplay: block; margin: 0 auto; Margin: 0 auto; float: none; text-align: cen=
ter; height: auto;"></a><!--[if mso]></center><![end-if]-->
</figure> <!--[if mso]></center><![end-if]-->
</figure> </td>=20
<td style=3D"word-wrap: break-word; vertical-align: top; =
color: #3c4144; font-family: Roboto,Arial,sans-serif; font-weight: 400; pad=
ding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; line-heig=
ht: 1.5; width: 14.262089%; padding-top: 20px; padding-bottom: 10px; border=
-collapse: collapse;">=20
<figure class style=3D"margin: 0 0 1rem; Margin: 0 0 1re=
m;">
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em;">
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April 19, 2024

DoubleVerify’s brand safety promises are a farce, and X shows why


After two years of watching its ad revenue plummet, it looks like X — the app formerly known as Twitter — has found a willing scapegoat: the brand safety verification company DoubleVerify.

In a post published Friday evening, X Business claimed that from October 24, 2023 to March 14, 2024, DoubleVerify had displayed an incorrect “Brand Safety Rate,” which is the measure of how often ads showed up next to toxic content.

In fact, throughout that period, X actually had — and continues to have — a Brand Safety Rate that “exceeded 99.99%,” DoubleVerify wrote. If you’re confused as to how a website that has made countless headlines for soaring hate, unrestricted pornography accounts, and rampant disinformation apparently as close as you can get to 100% brand safe, we can help.

It’s because DoubleVerify’s brand safety promises are a farce.

🎥 WATCH: Rachel Gilmore breaks down this story on TikTok


Why is DoubleVerify unreliable?

DoubleVerify is one of a handful of ad verification companies that claim to check whether ads are being served as reported. This includes viewability (making sure ads are actually showing up, visibly, on a given website) and brand safety (checking that ads aren’t running alongside toxic content).

It then serves up a Brand Safety Rate on a dashboard that advertisers can consult when considering where they’d like to place their ads.

While this sounds good in theory, peek under the hood of DoubleVerify’s methodology and you realize its “brand safe” rating is built on methodology that’s shakier than a car on cobblestones.

Because DoubleVerify doesn’t really “measure” anything on X*.* That’s not how things work with “walled gardens” like Twitter, Meta, YouTube, and other social platforms that get to choose what “independent 3rd parties” they work with. What’s really happening is that DoubleVerify reports on data that X makes available to it.

That’s right. Despite the fact that they’re supposed to be an independent third party, DoubleVerify — like other verification vendors that ‘measure’ brand safety on social platforms — effectively relies on X for access to the data it then summarizes as a “Brand Safety Rating.”

There’s a difference between independent measurement and reporting on what you’re allowed to see — and DoubleVerify does the latter.
DoubleVerify has a weird standard for “brand safe”

When you realize that X itself supplies the data used to grade its brand safety, the “exceeded 99.99%” Brand Safety Rate starts to make a lot more sense.

Because, in November 2023 — after DoubleVerify claimed X’s real “Brand Safety Rate” had topped “99.99%” — Apple, Disney, Lionsgate and IBM paused ads on X in the wake of Elon Musk calling an antisemitic conspiracy theory posted on X “the actual truth.”

Earlier this year, we documented ads being served on Twitter posts that amplify unhinged conspiracy theorist Alex Jones. We also saw ads under conspiracy-laden tweets Jones amplified.

On top of that, brands did not suddenly begin pausing their advertising after DoubleVerify’s supposed October error. X’s ad revenue had dropped more than 50% by July of 2023 — well before DoubleVerify began publishing an “incorrect” Brand Safety Rating.
The problem with brand safety companies

DoubleVerify isn’t an outlier. The brand safety space is largely a reputation-washing front with questionable standards and opaque methodology.

Take, for example, the Trustworthy Accountability Group — which quietly renewed X’s Brand Safety Certified seal late last summer. We immediately filed a formal complaint.

Now, X is no longer “Brand Safety Certified.”

It doesn’t make sense that TAG ever renewed X’s brand safety seal after Musk’s takeover. But, like DoubleVerify, TAG’s pay-to-play model begs the question of whether its “seals” are little more than a meaningless rubber stamp. TAG funds itself largely through hefty certification fees, and it doesn’t do any audits on member organizations itself — instead relying on them to get their own independent auditors to validate that they adhere to TAG’s requirements.

Here’s the kicker — these companies also help each other look better. Because guess which other company is TAG certified? DoubleVerify. And, unsurprisingly, “independent measurement” isn’t actually one of TAG’s requirements.
An easy out for X

Despite all these glaring issues with the claim, X CEO Linda Yaccarino wasted no time pinning the platform’s dismal ad performance on DoubleVerify.

“DV displayed an extremely low and misleading Brand Safety Rating for X. That's had a significant impact on our business,” she wrote in a post on X.

“Now that the error has been recognized, apologized for and corrected — I urge those advertisers who have made partnership decisions with X based on the erroneous data to reconsider.”

We also recommend advertisers making decisions based on erroneous data to reconsider their ad placements.

Unfortunately, that might not work out so well for X.







*Fred Durst voice* Keep votin’ votin’ votin’

European elections start in June, so Mozilla and Check First decided to stress test tech platforms’ ad libraries. They’re critical tools for the public to assess the role of advertising on services used by billions every day — and they’re also required as part of the EU’s Digital Services Act.

Turns out the tools are far from perfect, but hey, it’s a start. Dig into Mozilla and CheckFirst’s full set of recommendations here: [link removed]







∷ WHAT WE'RE READING

🤖
Palantir is pitching ad agencies on its AI technology

A company that collects data for intelligence groups trying to woo ad agencies? Really putting the “surveillance” in the surveillance economy with this one.



🔥

Q&A: Arielle Garcia on why she joined Check My Ads

Our Director of Intelligence chatted with Morning Brew’s Ryan Barwick about all the CLEANSING FIRES she’s hoping to spark in the adtech industry.

💀

A new bill could help save California journalism. Google wants it dead.

The California Journalism Preservation Act aims to get tech giants to pay journalists. That’s good! So of course Google says it’s moving to block news stories there. That’s bad!



💰

From Content to Payment: the Rise and Implications of Social Media Ad Revenue Sharing

Digital Rights Researcher Victoire Rio breaks down how monetization of social media accounts developed and what happens when social media companies become payment behemoths (hint: disinformation!).









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