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.
On September 10, 2026, mFilterIt’s AI models conducted continuous real-time validation across various digital touchpoints, including ad impressions, app installs, financial transactions, brand mentions, and identity claims, to differentiate verified signals from noise, aiming to improve budget allocation efficiency. Previously, on September 8, 2026, the ad-tech verification company released a study revealing that two connected TV (CTV) environments, specifically Samsung and LG, accounted for 81.7% of identified frequency-cap violations. This analysis raised questions for advertisers regarding the trustworthiness of impressions purchased on CTV and whether they were paying for audiences that did not exist.
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 ecommerce and customer journey technology and insurance companies. Examples of mFilterIt's customers include HDFC ERGO General Insurance and Newstor.
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