X Introduces “Brand Safety Score” to Rebuild Advertiser Trust

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X (formerly Twitter) launches a new Brand Safety Score that rates ad placements based on content adjacency, sentiment, and misinformation risk — aiming to restore confidence among marketers.

X is taking a data-driven step to win back advertisers. On June 25, the platform rolled out a Brand Safety Score, a new metric designed to help marketers evaluate the safety and suitability of their ad placements in real time.

The score factors in content adjacency, user sentiment, and exposure to misinformation, offering advertisers a clearer picture of where their ads appear and how those environments align with brand values. It’s part of X’s broader effort to address concerns around content moderation and brand risk that have persisted since its ownership transition.

The company emphasized that the score is third-party verified, with measurement partners like DoubleVerify and Integral Ad Science providing independent validation. According to X, advertisers using its latest safety tools — including Adjacency Controls and Sensitivity Settings — are now seeing brand safety scores above 99% and suitability scores over 97%.

The move follows a period of advertiser pullback, partly triggered by a display error in DoubleVerify’s dashboard that inaccurately showed X’s safety rating as below industry benchmarks for several months. Though the underlying data was correct, the visual glitch reportedly led to significant revenue loss and prompted X to deepen its partnerships with verification firms.

With the new Brand Safety Score, X is signaling a renewed commitment to transparency, accountability, and advertiser confidence and hoping to reestablish itself as a viable platform for brand-safe campaigns.