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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:

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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.

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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.

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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 soars with its first launch as a public company, marking a new era

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Credit: SpaceX

SpaceX executed its first Falcon 9 launch since going public on June 15, a routine yet symbolically powerful Starlink mission from Vandenberg Space Force Base in California.

Liftoff of the Falcon 9 booster B1093, on its 14th flight, occurred at approximately 8:34 a.m. PDT from Space Launch Complex 4E (SLC-4E), deploying 24 Starlink V2 Mini Optimized satellites into low-Earth orbit.

The first stage successfully landed on the droneship “Of Course I Still Love You” in the Pacific Ocean, underscoring the company’s unmatched reusability track record.

This mission comes just three days after SpaceX’s historic IPO on June 12, which shattered records as the largest ever. The company raised $75 billion by pricing shares at $135, with trading under ticker SPCX on Nasdaq opening at $150 and closing at $160.95—a 19 percent gain—valuing SpaceX at over $2.1 trillion.

The launch highlights the seamless transition from private innovator to public powerhouse. SpaceX, founded in 2002, has revolutionized access to space with over 650 Falcon 9 flights and a massive Starlink constellation now serving millions globally.

As a public company, it faces new pressures: quarterly earnings, shareholder scrutiny, and expectations to accelerate Starship development for Mars ambitions and deeper NASA partnerships. Yet the market response signals strong confidence in its dominance, as launch costs are slashed by 95 percent, rapid satellite deployment, and a backlog of government and commercial contracts.

SpaceX maintains bold advertising push for Starlink, contrasting Tesla’s minimalistic approach

Analysts view today’s flight as business as usual, but it carries extra weight. With shares volatile in early trading days, successful operations reassure investors that core capabilities remain unaffected by public status.

SpaceX now operates under heightened transparency, potentially unlocking capital for ambitious goals like Starship orbital tests and global broadband expansion.

Challenges loom, including regulatory hurdles for megaconstellations, competition in reusable rockets, and orbital debris concerns. Nevertheless, this morning’s flawless execution reinforces SpaceX’s trajectory.

As Musk often notes, the company’s mission—to make humanity multiplanetary—now aligns with Wall Street’s growth demands. The stars, it seems, are aligning for both.

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Musk’s biggest bettor Ron Baron reveals massive SpaceX IPO bet

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Ron Baron on Tesla stock

Renowned investor Ron Baron, founder and CEO of Baron Capital, has once again demonstrated his unwavering faith in Elon Musk’s ventures.

Just after SpaceX’s record-breaking IPO, Baron announced he purchased an additional $1 billion in SpaceX (NASDAQ: SPCX) shares. This move pushes Baron Capital’s total holdings in the company to a staggering $25 billion in market value, underscoring one of the most successful private-to-public investment stories in recent history.

Baron’s relationship with SpaceX dates back to 2017, when his firm began investing approximately $1.75–2 billion through secondary markets and employee tender offers at valuations around $20–22 billion.

By the time of the IPO, which valued SpaceX at over $2 trillion with shares closing near $161, those early stakes had generated more than $13 billion in unrealized gains. Post-IPO, Baron’s position ballooned further, reflecting the company’s meteoric rise driven by reusable rocketry, Starlink’s global satellite internet constellation, Starshield defense applications, and ambitious plans for orbital infrastructure.

In a recent interview, Baron articulated his bullish outlook with characteristic enthusiasm.

“I think we’re going to make hundreds of billions of dollars,” he stated, emphasizing that SpaceX’s achievements in rocketry and satellite technology are “not possible for anyone else to accomplish.” He envisions the company as a cornerstone of humanity’s multi-planetary future, potentially reaching valuations of $10–30 trillion within 10–15 years.

Baron has repeatedly affirmed he has no plans to sell, viewing SpaceX as a “lifetime investment” alongside Tesla.

Tesla bull Ron Baron reveals $100M SpaceX investment, sees 3-5x return on TSLA

This conviction stems from SpaceX’s unparalleled execution. The company has revolutionized access to space with Falcon 9 reusability, deployed thousands of Starlink satellites, and is advancing Starship for Mars missions and point-to-point Earth transport.

Baron highlights emerging opportunities like space-based AI data centers and direct-to-cell satellite connectivity, positioning SpaceX at the forefront of a new space economy projected to generate trillions in value.

Critics may question the lofty projections amid high valuations and execution risks, but Baron’s track record speaks volumes. His Tesla holdings, initiated in the mid-2010s, have also delivered outsized returns. As one of the largest institutional holders of SpaceX pre-IPO, Baron Capital’s funds, such as Baron Partners, benefited immensely from valuation markups.

Baron’s $1 billion IPO purchase signals deep confidence in SpaceX’s post-IPO trajectory. In an era of short-term market noise, his strategy exemplifies patient capital: backing visionary leadership and transformative technology.

For investors watching the space sector, it serves as a powerful endorsement that the final frontier may indeed yield the next great wealth-creation engine. As Baron puts it, SpaceX isn’t just building rockets—it’s trying to “save humanity” by expanding our horizons beyond Earth.

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SpaceX maintains bold advertising push for Starlink, contrasting Tesla’s minimalistic approach

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starlink-1-4-billion-revenue-spacex

SpaceX and Tesla, the two flagship companies under Elon Musk’s leadership, share a commitment to groundbreaking technology yet pursue dramatically different paths in how they connect with customers.

Tesla has built its brand through a philosophy of minimal traditional advertising, trusting that exceptional products will generate their own momentum.

SpaceX, by contrast, has embraced high-visibility paid advertising for its Starlink satellite internet service, placing prominent spots during major live sporting events such as the Super Bowl and the recent UFC Freedom 250. This divergence highlights how each company tailors its marketing to the unique demands of its products and target markets.

Tesla’s approach stems directly from Musk’s long-held conviction that superior engineering sells itself. Musk has repeatedly explained that the company redirects resources into research and development rather than endorsements or television commercials.

Tesla’s growth has relied instead on organic channels: enthusiastic owner referrals, viral product reveals like the Cybertruck, extensive media coverage of launches and achievements, and the sheer visibility of its vehicles on roads everywhere.

Even as the company has tested more social media promotions in response to fluctuating demand, its overall strategy remains restrained and digital-focused compared to legacy automakers that pour hundreds of millions into marketing annually.

SpaceX has taken a more assertive route with Starlink to drive widespread consumer awareness. In February of this year, SpaceX aired its first-ever Super Bowl advertisement, marking the initial time any Musk-led enterprise invested in the massive event.

The thirty-second spot emphasized fast and affordable internet available nearly anywhere on the planet, blending inspiring footage of Falcon 9 and Starship landings with narration drawn from science fiction visionary Arthur C. Clarke. United Airlines complemented this with its own Super Bowl commercial showcasing Starlink-enabled high-speed Wi-Fi on flights.

But that is not all SpaceX has done to get word out about its internet service.

Just last night, Starlink branding appeared prominently on the octagon and during the broadcast of UFC Freedom 250, the high-profile event staged on the White House South Lawn. These placements represent a strategic investment in reaching massive, engaged audiences.

The rationale behind SpaceX’s advertising push lies in Starlink’s distinct position as a consumer broadband service. Unlike Tesla’s visually striking cars that act as mobile billboards for early-adopter enthusiasts, Starlink must overcome awareness gaps in rural, remote, and mobile markets where traditional internet infrastructure falls short.

Starlink now serves as SpaceX’s leading revenue generator, with ambitions tied to future growth and potential public offerings. Targeted advertising during sports broadcasts efficiently demonstrates real-world reliability for applications ranging from home connectivity to aviation and live event broadcasting.

Partnerships with airlines and mobile providers further extend its reach, while high-profile placements help convert curiosity into subscriptions amid competition and regulatory considerations.

Ultimately, these contrasting strategies reflect the different maturity levels and competitive landscapes each business navigates. Tesla benefits from built-in visibility and a passionate community that amplifies its message at little cost.

Starlink, operating in the more fragmented broadband sector, requires deliberate efforts to educate and attract mainstream users. By leveraging the spectacle of major sporting events where Tesla once declined to participate, SpaceX is accelerating Starlink toward global ubiquity.

This flexibility underscores a key lesson: even the most innovative companies must adapt their tactics to the practical realities of their markets and customer acquisition challenges.

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