mFilterIt, a privately owned company founded in 2015 and headquartered in India, offers ad measurement and verification services. Employing approximately 240 people, the company's product offerings include Ad Traffic Validation (ATV), Brand Hygiene Protection, Ecommerce Intelligence, and Account Takeover Protection. In 2023, mFilterIt's revenue was less than $50 million.
mFilterIt noted the increasing reliance on pay-per-call (PPC) campaigns for online businesses in the US to achieve scale. The company also observed the significant shift in digital advertising due to audiences moving from traditional TV to streaming platforms, highlighting the opportunities and challenges presented by Over-the-Top (OTT) platforms such as Netflix, Hulu, Amazon Prime Video, and JioHotstar. Finally, mFilterIt addressed the issue of pop-under fraud in digital advertising, which can inflate impressions, skew metrics, and lead to high bounce rates without generating genuine customers.
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 $50M in 2023. 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 video business systems companies. Examples of mFilterIt's customers include HDFC ERGO General Insurance and Newstor.
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