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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.

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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

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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. 

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 an experienced automotive 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. For stories or tips--or even to just say a simple hello--send a message to his email, simon@teslarati.com or his handle on X, @ResidentSponge.

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SpaceX just locked up a NASA record no other U.S. spacecraft can touch

SpaceX’s Crew-13 Dragon reached the ISS in under eight hours, and NASA confirmed a record.

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SpaceX now owns every spot on the list of the five fastest trips a U.S. spacecraft has ever made to the International Space Station, and its newest entry beat the old mark by more than four hours.

Crew Dragon Grace docked to the forward port of the station’s Harmony module at 7:05 p.m. ET on October 1, just 7 hours and 55 minutes after lifting off from Space Launch Complex 40 at Cape Canaveral. NASA confirmed the milestone in a space station blog update, writing that the flight “marked the fastest launch‑to‑docking of a U.S. spacecraft in the history of the International Space Station.”

The previous U.S. record also belonged to Dragon. SpaceX’s uncrewed CRS-31 cargo mission reached the station in a little over 12 hours in November 2024. The fastest crewed trip before last week was Crew-11, which took 14 hours and 43 minutes in August 2025, according to Space.com.

A post that Elon Musk reposted on Monday filled out the rest of the ranking. Behind Crew-13, CRS-31 and Crew-11 sit Axiom’s Ax-2 mission at 15 hours and 35 minutes and NASA’s Crew-4 at 15 hours and 44 minutes. All five flew on Dragon.

SpaceX turned a heralding moment for Starship into its greatest

Crew-13 carried NASA astronauts Jessica Watkins and Luke Delaney, Canadian Space Agency astronaut Joshua Kutryk, and Roscosmos cosmonaut Sergey Teteryatnikov. NASA had projected a docking around 8 p.m. ET, as Teslarati reported the day before launch, and Dragon arrived nearly an hour early. Our launch day coverage noted that the flight was lined up to be the quickest Crew Dragon transit yet.

The speed came from timing more than hardware. SpaceX’s Julianna Scheiman said the station “was in an opportune spot in space,” which let Dragon start closing the gap almost immediately after reaching orbit. “This is close to the fastest it could be,” she added. Most Crew Dragon flights still take close to a day, using a series of Draco thruster burns to raise and phase their orbit before arrival.

Dragon’s next job at the station is a departure. NASA said Monday it is targeting 8:05 a.m. ET on Wednesday, October 7, for Crew-12 to undock, setting up a splashdown off the coast of California around 11:34 a.m. on Thursday. Clearing that port makes room for CRS-35, a cargo Dragon carrying the final set of iROSA solar arrays.

Dragon remains NASA’s only operational ride to the station while Boeing’s Starliner stays grounded, and the agency recently added Crew-15, Crew-16 and Crew-17 to SpaceX’s contract in a $946 million modification.

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Elon Musk teases TSMC as potential Terafab partner

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SpaceX Terafab rendering
SpaceX Terafab rendering

Elon Musk has acknowledged that early discussions with Taiwan Semiconductor Manufacturing Company (TSMC) could bring the company into his ambitious Terafab semiconductor project, signaling a possible partnership with the world’s leading contract chipmaker.

Musk confirmed that early talks are underway, but as of right now, they are “just discussions.” There is no confirmation of a deal nor dismissal of the possibility of one, leaving open the prospect of one of the largest advanced-chip collaborations under discussion in the U.S.

The report that speculated on potential discussions between Terafab and TSMC comes from Tim Culpan, who outlined a few ways the collaboration could operate. One is TSMC using the project as an “anchor customer” for future facilities in Texas, potentially contributing process expertise, operational know-how, or capacity while Terafab provides capital, long-term purchase commitments, or both.

Tesla and SpaceX jointly developed the Terafab project, with Intel already participating on the tech side. Elon Musk announced the project in March, and it intends to produce more than one terawatt of AI compute capacity annually once fully built.

Elon Musk’s Terafab project locks up massive new partner

Company statements place the first phase at approximately $16.8 billion in cost, with later filings pointing to a total that could reach well into the tens of billions across multiple stages.

Intel joined the effort in April 2026 and is expected to supply its 14A manufacturing process for the full-scale plant.

Musk has said existing suppliers, including Samsung and TSMC, remain important for near-term needs; Tesla already has production arrangements with Samsung for AI5 and AI6 chips, but that future demand from Optimus robots, Cybercab vehicles, and planned space-based data centers will eventually exceed what the global industry can currently deliver.

Terafab is positioned as the long-term answer to that projected shortfall, and Tesla did something similar during COVID to avoid a chip shortage. This is just a much larger-scale solution.

If the partnership were to materialize, it would add TSMC’s industry-leading strategies to a project that already combines Tesla’s and SpaceX’s capital and offtake with Intel’s process technology. For now, the only public confirmation is Musk’s brief acknowledgement that conversations are occurring.

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Tesla reveals early Robotaxi charging strategy, showing scrappy DNA

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Credit: Tesla

Tesla’s early strategy for charging units operating within its Robotaxi fleet reveals that the company surely has not lost any of that scrappy DNA that took it from an unlikely success story to the most valuable carmaker in the world.

An observer at a Tesla Supercharger in Austin spotted ten total Robotaxi vehicles arrive: one Cybercab and nine Model Y units. A Tesla employee was waiting at the lot and allowed each unit to park itself; every car that arrived had nobody in it.

Tesla wins FCC approval for wireless Cybercab charging system

The Tesla employee would walk around and plug each car in, adjusting the parking if needed:

It’s a very interesting strategy, but extremely understandable at this early point in the Robotaxi program. It’s only been out for about 15 months, and Cybercab just entered the fleet in early September.

On top of that, Tesla is still working tirelessly on its wireless charging apparatus, and a new patent was just published regarding that product last week.

However, this is just another example of how Tesla still has plenty of that scrappy DNA leftover from the “production hell” days, when CEO Elon Musk slept on the floor of the factory, employees were working crazy hours, Tesla was building Sprung Structures to build cars in, and the company was tiptoeing on the brink of bankruptcy.

For now, Tesla is utilizing a simple system for recharging its ride-hailing vehicles, and that is a Tesla employee doing it manually until another solution presents itself. Sure, it’s not the most high-tech thing, and it certainly is not what people might have expected at this point in time, but it works, and it’s keeping the entire suite running.

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