mFilterIt, a privately owned Indian company founded in 2015, offers ad measurement and verification services. Employing approximately 250 people, the company generated revenue of around $50 million in 2024. Its product offerings include ad traffic validation, brand safety monitoring, e-commerce intelligence, and account takeover protection.
The festive season in India presents a significant challenge for brands in 2025, with increased competition for consumer attention and the use of AI-powered tools for personalized campaigns. In the USA, lead generation strategies are central to the digital advertising industry, with landing pages forming the core of ad campaigns. Affiliate programs present both opportunities and challenges, with potential for increased customer acquisition but also risks such as rising ad spend with minimal return, declining organic traffic, and customer complaints about unauthorized offers. Brand safety concerns extend beyond explicit content to encompass diverse regional contexts and cultural nuances. A recent article notes the importance of the festive season for brands, highlighting increased consumer spending and advertising budgets.
mFilterIt offers 2 products in the ad tech 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 conferencing, ecommerce and customer journey technology companies. Examples of mFilterIt's customers include Newstor and HDFC ERGO General Insurance.
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