New Delhi: PerformAce Media, a leading precision MarTech company, has announced a strategic partnership with mFilterIt, a global authority in digital ad-trust and fraud detection. This collaboration aims to transform digital advertising by combining performance-driven strategies with robust ad safety measures and next-generation Attention Metrics, offering advertisers a comprehensive solution for transparency, engagement, and ROI optimization.
Why This Matters
In a rapidly evolving digital environment, conventional advertising metrics such as CTR and basic viewability are no longer reliable indicators of true audience engagement. With the proliferation of AI-driven bots and invalid traffic, campaigns face increasing challenges in ensuring real user interaction. Moreover, brand safety has become a top priority for advertisers looking to protect their messaging and investment.
Through this partnership, PerformAce and mFilterIt will move beyond superficial metrics, offering advanced solutions that analyze audience behavior and attention signals while mitigating risks from fraudulent impressions and unsafe placements.
Key Innovations of the Partnership
- Ad Fraud Prevention & Brand Safety: Proactively eliminates invalid traffic and ensures ads appear in verified, brand-safe environments.
- Performance Optimization: Uses data insights to enhance ad creatives, targeting, and placements in real time.
- ROI Maximization: Identifies high-converting media channels and formats, empowering brands to scale effectively.
- Attention Metrics Beyond Viewability: Goes deeper with metrics like time spent, ad position, engagement signals (e.g., sound on/off, screen orientation), and video quartile progression.
- Custom Audience & Retargeting: Employs user-intent scores (High, Medium, Low) to build smarter audience cohorts for improved targeting precision.
Business Impact: Real-World Application
In a recent OTT campaign evaluated by mFilterIt, applying filters for invalid traffic (IVT) and brand safety—combined with attention-based scoring and content-creative alignment—resulted in measurable gains in ROI and audience insights. The analysis revealed clear indicators of where viewer drop-offs occurred, helping brands refine both content strategies and targeting tactics.
By integrating such capabilities into PerformAce’s media stack—which includes VisionTV, AudienceX, NativeHub, InsightX, and ConnectX—advertisers can now run transparent, performance-first campaigns with deeper insights.
“At PerformAce, we’re committed to driving measurable outcomes for brands. Partnering with mFilterIt ensures we don’t just deliver scale and reach, but also accountability, safety, and attention-led performance. This is a game-changer for advertisers who want ROI and trust, hand-in-hand,” said Saurabh Gaur, Co-Founder & CEO, PerformAce Media Private Limited.
“Attention is the new currency of advertising. By joining forces with PerformAce, we’re enabling brands to harness deeper engagement insights while ensuring every impression is verified and optimized,” added Amit Relan, Co-Founder and CEO, mFilterIt.
This partnership marks a significant step forward in building a more transparent and performance-focused advertising ecosystem, where real engagement—not just visibility—becomes the cornerstone of digital media success.
