mFilterIt, a privately owned company headquartered in India, was founded in 2015 and employs approximately 260 individuals. It reported $55.0M in revenue as of 2024. The company specializes in ad measurement and verification, providing services such as Ad Traffic Validation (ATV), Brand Hygiene Protection, Ecommerce Intelligence, and Account Takeover Protection.
mFilterIt employs AI models for continuous real-time validation across digital touchpoints, including ad impressions, app installs, financial transactions, and brand mentions. The system identifies and questions signals that appear legitimate but are not—such as fake impressions, ad fraud, automated accounts, and stolen identities—to separate verified signals from noise, thereby enabling more efficient budget allocation. Earlier, on October 5, 2026, the company emphasized the growing need for affiliate fraud detection in the MENA region. It noted that as brands increase investment in performance marketing and affiliate partnerships, the primary risk extends beyond fake traffic to situations where affiliates fail to genuinely create demand despite apparent real traffic and conversions.
mFilterIt offers 2 products in the ad tech and services industry. mFilterIt's product portfolio comprises of ad measurement and verification.
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mFilterIt's revenues were less than $100M in 2024. Caretta Research has split mFilterIt's revenue into 2 different product categories, the largest of which is fraud detection and prevention. For full access to mFilterIt's revenue breakdown subscribe to Caretta Portal.
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mFilterIt's customers primarily consist of insurance and ecommerce and customer journey technology companies. Examples of mFilterIt's customers include Newstor and HDFC ERGO General Insurance.
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