mFilterIt, a privately owned company headquartered in India, was founded in 2015 and has approximately 250 employees. 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.
On February 20, 2026, Amit Relan discussed the evolving challenge of data integrity and digital ROI in an AI-optimized marketing ecosystem, emphasizing that performance now depends on the reliability of signals driving enterprise decisions and questioning how much reported performance truly reflects genuine customer engagement versus automated noise or manipulated attribution. Previously, on February 17, the company addressed the complexities of managing dealer marketing programs for USA auto brands within the USD 1.5 trillion automotive industry, noting the difficulty of manual management and the insufficiency of simply launching ads. Earlier, on February 11, insights were provided into how brand bidding by direct selling agents impacts BFSI growth, explaining that these agents aggressively bid on branded keywords, increasing conversion costs and redirecting ready-to-convert users through affiliate links. This followed news from February 10, which explored why top US brands invest in affiliate monitoring, citing the channel's surge to $11.2 billion in 2025 and the critical need for consistent brand messaging, transparency, and compliance as affiliate ecosystems scale. Earlier in the month, on February 6, the company detailed how screen-sharing scams are affecting Indians, noting that these frauds gain access without hacking into systems.
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 conferencing, ecommerce and customer journey technology and insurance companies. Examples of mFilterIt's customers include Newstor and HDFC ERGO General Insurance.
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