New Delhi, India, 14.10.2025 – PerformAce Media, a leading precision MarTech company, today announced its strategic collaboration with mFilterIt, a global leader in digital ad-trust solutions. This partnership is set to empower brands and agencies with a holistic framework that combines performance-driven advertising with safeguards against fraud, invalid traffic, and ineffective placements, while also introducing next-gen Attention Metrics to measure true audience engagement.
Why This Matters
In the evolving digital landscape, superficial metrics like CTR etc no longer matter. With AI boom, the amount of bots hitting campaigns have significantly shot up, which can easily spoof most commonly measured metrics. Brand Safety is also becoming a critical component for most media brands. Lastly, Viewability% alone is no longer sufficient to gauge whether an ad truly captures a user’s attention. While viewability checks if an ad appears on-screen, it does not determine whether the message is absorbed. Through this partnership, PerformAce and mFilterIt will move beyond conventional metrics to offer comprehensive campaign measurement which includes invalid traffic, brand safety, attention-based measurement models, ensuring advertisers gain clarity on effectiveness, engagement, and ROI.
Key Innovations of the Partnership
- Ad Fraud Prevention & Brand Safety: Ensuring every ad dollar is protected by eliminating invalid traffic and unsafe placements.
- Performance Optimization: Delivering data-backed insights that allow advertisers to fine-tune creative, targeting, and placements in real time.
- ROI Maximization: Identifying the most impactful media environments and formats for conversions, enabling advertisers to scale with confidence.
- Attention Metrics Beyond Viewability: Integrating parameters like time spent, ad position, engagement signals (clicks, sound on/off, screen orientation), and quartile progression for video campaigns.
- Custom Audience & Retargeting: Leveraging user-intent scores (High, Medium, Low) to refine targeting and build smarter audience cohorts for more effective campaigns.
Business Impact: Case Reference
In a recent OTT campaign analyzed by mFilterIt, optimizations against IVT and brand unsafe traffic, layered with creative correlation to content based on attention scores revealed clear ROI and insights into audience drop-offs and true engagement, enabling brands to optimize content strategy and targeting. By bringing such intelligence into PerformAce’s media stack (VisionTV, AudienceX, NativeHub, InsightX, ConnectX), advertisers will benefit from transparent, performance-first campaigns.
Saurabh Gaur, Co-Founder & CEO, PerformAce Media Private Limited, said:
“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.”
Amit Relan, Co-Founder and CEO, mFilterIt, added:
“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.”
