Mumbai: CTV Scale, a Connected TV-first advertising platform, has announced a strategic integration with mFilterIt, a global leader in digital fraud prevention and verification, to strengthen inventory quality, transparency, and advertiser trust across its ecosystem.
The partnership enhances CTV Scale’s traffic verification capabilities across all Connected TV ad formats by enabling real-time traffic scanning powered by mFilterIt’s advanced AI- and ML-driven fraud detection technology. The system identifies invalid traffic (IVT) and sophisticated bot activity before impressions are served, ensuring cleaner, higher-quality inventory for advertisers and publishers alike.
As part of the integration, mFilterIt’s verification reports will be made directly accessible to all partners, reinforcing transparency, accountability, and campaign confidence within the rapidly growing CTV landscape.
Commenting on the development, Arun Raghav, President, CTV Scale, said, “Connected TV advertising is growing rapidly, but so too are the risks associated with invalid traffic and device spoofing. Integrating mFilterIt allows us to offer an extra layer of protection, giving our partners full confidence that every impression delivered through CTV Scale is verified, authentic, and ready to perform.”
Amit Relan, CEO, mFilterIt, added, “The rapidly evolving CTV landscape demands proactive measures to safeguard advertiser’s spend and publisher revenue. Our partnership with CTV Scale demonstrates a mutual commitment to building a transparent and trustworthy ecosystem. By embedding our proprietary verification technology at the core of their platform, we are setting a new benchmark for inventory integrity and ensuring high-performance outcomes for their global client base.”
