New Delhi, India, 15 October 2025: PerformAce Media, India’s leading precision MarTech specialist, has entered a strategic collaboration with mFilterIt, a global frontrunner in digital ad-trust solutions. This partnership empowers brands and agencies with advanced, performance-driven advertising—layered with robust fraud protection and sophisticated Attention Metrics to reveal true audience engagement.

Addressing the New Age of Digital Advertising

Today’s digital world demands more than outdated metrics like CTR. The surge in AI-driven bots and invalid traffic means advertisers face greater risks of digital fraud, while the challenge of ensuring brand safety is greater than ever. Moreover, viewability rates, while important, are simply not enoughbrands need assurance that their messages are truly absorbed by a real, engaged audience.

Through this partnership, PerformAce and mFilterIt will equip advertisers to move beyond conventional measures, integrating:

• Invalid traffic and brand safety protection
• Attention-based measurement models
• Transparent, actionable campaign insights that maximize ROI

What’s New: Key Innovations

• Ad Fraud Prevention & Brand Safety: Every rupee spent is safeguarded by eliminating invalid traffic and avoiding unsafe placements.
• Performance Optimization: Data-driven insights allow brands to fine-tune creative, targeting, and placements on the fly.
• ROI Maximization: Identifies top-performing platforms and formats for high-impact conversions and scalable growth.
• Next-Gen Attention Metrics: Tracks advanced engagement signals—time spent, ad positioning, active interactions (clicks, sound, screen orientation) and video quartile progression.
• Custom Audiences & Retargeting: Enhanced targeting powered by real user-intent scores enriches campaign precision and effectiveness.

Real-World Outcomes

In a recent OTT campaign analyzed by mFilterIt, optimizing for invalid traffic and unsafe environments, coupled with attention-based creative adjustments, resulted in tangible ROI gains, actionable audience insights, and improved content strategies. By bringing this intelligence into PerformAce’s proprietary stack—VisionTV, AudienceX, NativeHub, InsightX, and ConnectX—advertisers gain unparalleled campaign clarity and transparency.

Leadership Perspectives

Saurabh Gaur, Co-Founder & CEO, PerformAce Media, said:

“At PerformAce, we’re committed to not just delivering reach at scale, but also to ensuring genuine accountability, brand safety, and attention-led performance. With mFilterIt, we’re empowering advertisers to demand more: real ROI, real trust, and real results.”

Amit Relan, Co-Founder & CEO, mFilterIt, added:

“Attention is fast becoming the new currency for advertisers. Together with PerformAce, we ensure every impression is verified and every campaign is optimized for meaningful engagement.”