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Elon Musk’s X gets apology from brand safety rating firm DoubleVerify over misreported data
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.
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…— Business (@XBusiness) April 12, 2024
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 ? is extremely good,” Musk wrote.
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Elon Musk put a number on where he thinks SpaceX’s Starship program is headed by 2030, replying on X a day after President Trump signed a memo pushing the country toward 1,000 space launches and reentries a year.
The exchange started when Aaron Burnett, co-founder of propulsion startup Mach 33, posted that “1,000 launches/reentries is the goal,” quoting White House science adviser Michael Kratsios on the newly signed National Space Transportation Policy. Burnett noted that the FAA’s own bull-case forecast reached only 385 annual launches by 2030, while his firm’s conservative model already put SpaceX alone near 940. Musk responded, “We’re aiming to reach 30+ Starship launches/day in 2030, which is ~10k annualized. Still tiny numbers compared to airplane flights!”
We’re aiming to reach 30+ Starship launches/day in 2030, which is ~10k annualized.
Still tiny numbers compared to airplane flights!
— Elon Musk (@elonmusk) August 21, 2026
That figure is specific to Starship, the rocket SpaceX is still developing for orbital and lunar missions, not the Falcon 9 fleet that carries most of the company’s current launch volume. Starship has flown twice this year, a slower pace than the four and five flights SpaceX managed in 2024 and 2025. Getting from two flights a year to 30 a day is the scale of jump the new federal policy is meant to clear regulatory room for.
Trump’s memo, signed Thursday, directs agencies to identify new launch and reentry sites on federal land, including a new reentry site within 90 days, and to speed up the permitting and environmental reviews that have long slowed cadence growth. It also sets a goal of returning American astronauts to the moon by 2028 and placing initial lunar base elements by 2030, tying the launch buildout directly to NASA’s Artemis program.
SpaceX has already been pushing the FAA toward higher numbers on its own. The agency approved up to 44 annual Starship launches from Kennedy Space Center in February, on top of a 2024 review that raised the cap at Starbase in Texas to 25 a year. Those approvals cover a fraction of the 10,000 annual flights Musk is now describing, which shows how far current permitting still sits from the administration’s stated target.
The near-term test of all this is more modest. SpaceX cleared a full-duration, six-engine static fire on its next Starship vehicle this week, the last major hardware checkpoint before Flight 14, which is targeting no earlier than August 28 and is expected to attempt the vehicle’s first full orbital mission. Musk said last week that a tower catch of the upper stage is still probably months away, a reminder that the immediate roadmap remains far more incremental than the daily launch numbers he just posted.
Tesla will resolve its massive recall of nearly three million vehicles in China with stickers and a software update.
On Friday, Chinese regulators filed recall plans against Tesla, Xiaomi, Leapmotor, Xpeng, Chery, Geely, Dongfeng, Arcfox, and FAW to resolve what is essentially a carbon-copy issue throughout each of the companies’ vehicle models: emergency door release latches are simply not visible enough.
Tesla door handle saga gets its latest chapter and a big change is coming
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The companies will be required to add things that will make these latches, which will open the door in the event of an emergency, more visible. Of the 7 million vehicles impacted, Tesla accounts for 2,975,910 units. More than 1.9 million of those are Model Y vehicles, with the rest, just over 970,000, being Model 3s.
To resolve the issue, Tesla is going to add warning labels to the emergency latches free of charge, and then utilize an Over-the-Air update to add a post-crash window-lowering strategy, according to CNEVpost.
This massive effort to fix the all-electric Model Y and Model 3’s emergency latch system comes just months after several probes across various markets identified the trouble some had identifying this latch. Those who had gotten involved in car accidents that stripped the vehicle of its power were not aware that every Tesla has emergency door latches.
China’s State Administration for Market Regulation (SAMR) said that severe crashes that disable a vehicle’s low-voltage system could not only hinder occupants from getting out, but also make it more difficult for emergency response workers to gain entry.
SAMR is starting to tighten the regulations it has on door handles on vehicles. A new mandatory national standard will take effect for all models starting January 1, 2027, and will require all doors to be equipped with mechanical release mechanisms. This will effectively end purely electronic door handles. Models already on sale with type approval have been granted a two-year transition period, which will enable things to change until January 2029.
Tesla has officially confirmed plans to bring its all-electric Semi truck to Europe, with full specifications and market-launch details set for unveiling at the IAA Transportation trade fair in Hannover, Germany.
The event runs September 15–20, with a possible press preview on September 14. The announcement, shared via Tesla’s Semi account, marks a significant expansion beyond North America nearly nine years after the truck’s original 2017 reveal.
🚨 Tesla Semi is coming to Europe!
Sustainable logistics is a huge market internationally, and now Tesla is involved in it outside of the U.S. market! https://t.co/q3hjX6ybMv pic.twitter.com/mxTaVY3UsE
— TESLARATI (@Teslarati) August 20, 2026
In the United States, the Semi’s path has been gradual. Limited pilot production and customer deliveries began in late 2022, primarily to fleets such as PepsiCo. After years of refinement, high-volume manufacturing started on April 29, 2026, at a dedicated facility adjacent to Gigafactory Nevada.
The plant targets an annual capacity of 50,000 units, though the ramp is expected to be gradual, with “many thousands” of trucks projected by the end of 2026.
Demand is building, with recent orders including 500 units for Einride (deliveries starting September 2026, serving Amazon and others) and hundreds more from operators such as WattEV. Pricing stands at approximately $260,000 for the Standard Range and $290,000 for the Long Range before incentives.
Tesla Semi pricing revealed after company uncovers trim levels
Earlier in 2026, Tesla finalized production specifications that incorporated substantial updates. In February, the company detailed two variants designed for a full 82,000-pound gross combination weight.
The Standard Range offers about 325 miles of range with a 548 kWh battery and curb weight under 20,000 pounds. The Long Range delivers roughly 500 miles with an 822 kWh pack and a 23,000-pound curb weight. Both use three independent rear-axle motors producing up to 800 kW (about 1,073 horsepower), achieve energy consumption of around 1.7 kWh per mile, and support megawatt-class charging at up to 1.2 MW—recovering about 60 percent of range in 30 minutes through the MCS standard.
Additional refinements include a roughly 1,000-pound weight reduction versus earlier prototypes, improved aerodynamics, a 48-volt electrical architecture, electric power take-off up to 25 kW for refrigerated trailers, and fleet management software with over-the-air updates.
These advances position the Semi as a competitive option against diesel trucks on operating costs and performance. For Europe, adaptations such as lighting, cab configurations (including potential sleeper options), and regulatory compliance are anticipated.
With series production underway in Nevada and major fleet commitments secured, the upcoming IAA reveal will clarify timelines, European-specific specs, and pricing, potentially accelerating electrification of heavy-duty freight on both continents.
SpaceX and a new Trump order that could rewrite the next decade of launches
Tesla will resolve massive China recall with stickers and a software update
