mFilterIt
mFilterIt is an Indian AdTech company providing AI/ML-powered ad fraud prevention, brand safety, affiliate monitoring, and digital commerce intelligence for enterprise advertisers. It serves large brands across India, the US, MENA, Africa, and Southeast Asia via a SaaS subscription model.
- Company typePrivate
- Founded2015
- HeadquartersGurugram, India
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What mFilterIt does
mFilterIt (legal entity: Six Dee Netad Solutions Pvt Ltd) is an Indian AdTech and MarTech company founded in 2015 that provides AI/ML-powered solutions for ad fraud prevention, brand safety, and digital commerce intelligence. The company is headquartered in New Delhi with international offices in New York, Dubai, Johannesburg, and Jakarta, serving enterprise digital advertisers across India, North America, MENA, Africa, and Southeast Asia. It operates with 251-500 employees and maintains founder-led ownership under co-founders Dhiraj Gupta and Amit Relan.
The company's product portfolio is organized around a Verify-Optimize-Protect (V.O.P.) framework and comprises six core products: Valid8 (ad traffic validation and invalid traffic detection across web, app, OTT, and CTV), PACE (brand safety and GARM compliance), EffCent (affiliate and influencer monitoring), mScanIt (digital commerce intelligence across quick commerce and marketplace platforms), Sentinel+ (brand protection and transaction laundering detection), and TickR (creative and content compliance). The underlying technology stack uses AI/ML detection engines trained on multi-industry datasets to identify GIVT and SIVT, bot activity, click fraud, affiliate fraud, and brand bidding violations, with multi-modal AI spanning structured data, text, and image analysis. January 2026 saw the addition of CTV traffic verification through a CTV Scale partnership.
mFilterIt operates a SaaS subscription revenue model with annual billing and quote-based enterprise pricing, supplemented by professional services for fraud audits and campaign optimization. GTM is enterprise-focused direct sales targeting large advertisers across BFSI (HDFC Bank, ICICI Bank, Mahindra Finance, Tata AIG), FMCG and beverages (PepsiCo, Lipton, Reckitt, Raymond), e-commerce and quick commerce (Flipkart, Amazon, Zepto), fashion (Titan Bags, Wakefit), and pharma (1000Farmacie). Documented customer outcomes include 10% marketing efficiency improvement (1000Farmacie), 21% CPC drop after brand-bidder removal (Foxtale), and 60% reduction in ad spend wastage. The company maintains industry association memberships with IAB, MMA, IAMAI, and DSCI, and produces annual ad fraud reports for thought leadership.
mFilterIt firmographics
Firmographics- Name
- mFilterIt
- Legal name
- Six Dee Netad Solutions Pvt Ltd
- Website
- https://mfilterit.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- mFilterIt is an Indian AdTech company providing AI/ML-powered ad fraud prevention, brand safety, affiliate monitoring, and digital commerce intelligence for enterprise advertisers. It serves large brands across India, the US, MENA, Africa, and Southeast Asia via a SaaS subscription model.
- Ownership category
- akta.pro rank
mFilterIt industry classification
Industry- Product category
- Ad Fraud Detection & Brand Safety Software
- NAICS
- Media Buying Agencies (541830)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Programmatic Display & Retargeting (DSP) (MPAAACAE)
Keywords
Where mFilterIt is headquartered
LocationHeadquarters
- HQ city
- Gurugram
- HQ country
- India
- HQ region
- Asia
Offices5 records
Markets served
mFilterIt business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription - Ad Fraud & Brand Safety Solutions: Subscription-based revenue model for ad traffic validation, brand safety monitoring, affiliate monitoring, and brand protection solutions. Provides continuous, always-on protection with tiered pricing based on campaign volume and features.
- E-commerce Intelligence Platform: Digital commerce performance management solutions including competitive analytics, availability monitoring, and pricing intelligence for brands on e-commerce platforms.
- Professional Services: Customized implementation, reporting, and consulting services tailored to specific client needs, including fraud audits and campaign optimization.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise tier with full-suite access |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels8 records
mFilterIt product offering
Product offeringCore offering
mFilterIt is an AdTech and MarTech software company that sells a suite of SaaS solutions for digital advertising fraud prevention, brand safety monitoring, brand protection, affiliate and influencer compliance, and e-commerce shelf intelligence. Its products — Valid8, mScanIt, PACE, Sentinel+, EffCent, and TickR — operate on a Verify-Optimize-Protect (V.O.P.) framework, enabling enterprise brands and advertisers to validate ad traffic, optimize marketing performance, and protect brand integrity across web, app, OTT, and CTV environments.
Product overview
mFilterIt is an AdTech and MarTech platform providing a comprehensive suite of digital advertising, brand protection, and commerce intelligence solutions. The core product portfolio consists of Valid8 (ad traffic validation/fraud detection), mScanIt (digital commerce intelligence), PACE (brand safety), Sentinel+ (brand protection), EffCent (affiliate/influencer monitoring), and TickR (creative compliance). These products operate on a Verify-Optimize-Protect (V.O.P.) framework, enabling brands to validate advertising traffic, optimize marketing performance with data-driven insights, and protect brand integrity across the digital ecosystem. Additional modules include App Fraud Detection and Affiliate Fraud Detection under the respective core products, plus Unified Ad Manager for integrated campaign management.
Differentiator
Problem solved
Functional benefit
Brands
- Valid8: Ad traffic validation and fraud prevention solution across the funnel for web, app, OTT, and CTV environments. Protects advertising campaigns from invalid traffic or bots and covers lead quality validation and DCB VAS anti-fraud.
- mScanIt
- PACE
- Sentinel+
- EffCent
- TickR
- Unified Ad Manager
Products and services
- Valid8 Ad traffic validation and fraud prevention solution that protects digital advertising campaigns from invalid traffic (IVT) and bots across web, app, OTT, and CTV environments. It covers lead quality validation and DCB VAS anti-fraud and is targeted at enterprise brands, advertisers, and performance marketing teams.
- mScanIt Digital commerce intelligence platform that provides competitive analytics, SKU availability tracking, pricing trends, and competitor benchmarking across e-commerce and quick commerce platforms including Blinkit, Instamart, Amazon, Flipkart, DMart Ready, Big Basket, and Zepto, targeted at brands selling on digital shelf.
- PACE Brand safety solution that monitors digital ad placements to ensure ads appear beside safe and contextually relevant content in compliance with GARM guidelines. It enables proactive action against unsafe placements and is targeted at brand marketers seeking suitability and adjacency controls.
- Sentinel+ Brand protection suite that prevents brand infringement and transaction laundering while delivering OSINT risk monitoring and identity validation. It is aimed at brand owners seeking to protect digital assets, trademarks, and reputation against unauthorized online usage.
- EffCent Affiliate and influencer monitoring solution that authenticates partners before collaboration, monitors campaign performance, detects bot audiences versus genuine followers, and ensures ASCI guideline compliance. It is targeted at brands and agencies running affiliate and influencer marketing programs.
- TickR AI-powered creative and content compliance solution that maintains brand and local guidelines to ensure consistency of messaging across platforms, targeted at brand marketers seeking to reduce manual review effort and creative compliance errors.
Quantifiable outcome
- 10% marketing efficiency improvement after eliminating invalid traffic
- +5 more outcomes
Companies that use mFilterIt
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
mFilterIt technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature6 records
mFilterIt partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- CTV ScalecoreStrategic partnership to enhance real-time traffic verification across connected TV (CTV) ad formats. The integration uses AI and ML technology to identify invalid traffic and sophisticated bot activity before impressions are served, providing advertisers and publishers with transparent, verified inventory. The partnership aims to set a new benchmark for inventory integrity in the CTV advertising ecosystem.
- IAB (Interactive Advertising Bureau)minorMember of IAB, adhering to its standards and practices for digital advertising. Also member of TCF IAB Canada (Vendor ID 1324).
- MMA (Mobile Marketing Association)minorMember of MMA (Mobile Marketing Association) supporting mobile advertising standards and best practices.
- IAMAI (Internet and Mobile Association of India)minorMember of IAMAI contributing to India's digital advertising ecosystem development and standards.
- DSCI (Data Security Council of India)minorMember of DSCI supporting cybersecurity standards and data protection practices in India's digital ecosystem.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
mFilterIt competitors and assessment
Company assessmentDirect peers
- CHEQ AI: AI-driven go-to-market security platform offering ad fraud prevention, click fraud detection, and lead validation — directly comparable to mFilterIt's Valid8 product for invalid traffic and lead fraud prevention.
- DoubleVerify: Publicly traded ad verification and fraud detection platform providing invalid traffic detection, brand safety, and viewability measurement across digital advertising channels — directly competing with mFilterIt's Valid8 and PACE products.
- Integral Ad Science (IAS): Global media measurement and optimization platform offering ad verification, brand safety, and fraud detection — directly comparable to mFilterIt's core verification and brand safety offerings with similar enterprise customer base.
- Oracle Advertising (MOAT): Oracle-owned ad verification and analytics platform providing viewability, invalid traffic detection, and brand safety — competes directly with mFilterIt's Valid8 and PACE, particularly for enterprise advertisers.
- Pixalate: Cross-channel ad fraud detection and intellectual property protection platform offering IVT detection across CTV, mobile, and web — competes directly with mFilterIt's Valid8 product, particularly in CTV and app fraud detection.
- HUMAN (formerly White Ops): Bot mitigation and fraud detection platform specializing in sophisticated invalid traffic (SIVT) detection across advertising, applications, and account abuse — directly competes with mFilterIt's ad fraud detection capability.
- Lunio: Click fraud and invalid traffic detection platform focused on paid media optimization across Google, Meta, and programmatic channels — directly comparable to mFilterIt's Valid8 solution for performance marketers.
- TrafficGuard: Ad fraud detection and prevention platform specializing in click fraud, install fraud, and affiliate fraud — directly comparable to mFilterIt's Valid8 and EffCent products across digital advertising channels.
Emerging players
- AppsFlyer: Mobile attribution and marketing analytics platform with built-in fraud detection capabilities — adjacent competitor particularly relevant to mFilterIt's App Fraud Detection module and mobile measurement focus.
Regional players
- Adludio: AI-driven ad creative and brand engagement platform with fraud-aware campaign delivery — adjacent competitor in digital advertising with overlap to mFilterIt's brand safety and creative compliance offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
mFilterIt social profiles
Digital presencemFilterIt financial estimates
Financial estimateRevenue estimate
Valuation estimate
mFilterIt leadership team
Management profileNumber of profiles
Profiles3 records
mFilterIt funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
mFilterIt M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about mFilterIt
What does mFilterIt do?
mFilterIt is an AdTech and MarTech software company that sells a suite of SaaS solutions for digital advertising fraud prevention, brand safety monitoring, brand protection, affiliate and influencer compliance, and e-commerce shelf intelligence. Its products — Valid8, mScanIt, PACE, Sentinel+, EffCent, and TickR — operate on a Verify-Optimize-Protect (V.O.P.) framework, enabling enterprise brands and advertisers to validate ad traffic, optimize marketing performance, and protect brand integrity across web, app, OTT, and CTV environments.
Is mFilterIt a public or private company?
mFilterIt is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was mFilterIt founded?
mFilterIt was founded in 2015. It employs 251 to 500 people.
Where is mFilterIt based?
mFilterIt is headquartered in Gurugram, India, in the Asia region.
How does mFilterIt make money?
Three revenue lines are on record. SaaS Subscription - Ad Fraud & Brand Safety Solutions are the primary driver. The others are E-commerce Intelligence Platform and professional Services.
Who are mFilterIt's main competitors?
Direct peers on record are CHEQ AI, DoubleVerify, Integral Ad Science (IAS), Oracle Advertising (MOAT), Pixalate, HUMAN (formerly White Ops), Lunio and TrafficGuard. AppsFlyer is listed as an emerging player. Adludio is listed as a regional player.
Does mFilterIt have an API?
No public API is recorded for mFilterIt.
What industry is mFilterIt in?
mFilterIt's product category is Ad Fraud Detection & Brand Safety Software. Its primary akta.pro industry code is MPAAACAE, Programmatic Display & Retargeting (DSP). Its NAICS code is 541830 and its SIC code is 7311.