Fraud: mFilterIt Implements Robust Strategies, Generative AI, and Innovative Approaches for Brand Building and Fraud Prevention

Updated Dec 21, 2023, 06:49 PM IST

We sit down with Amit Relan, Co-Founder and CEO, mFilterIt prioritizes brand building through diverse strategies, AI integration, and proactive measures against ad fraud.

How is mFilterIt actively working on brand building, and what key strategies are they employing to enhance their brand presence in the market?

mFilterIt is actively engaged in brand building through a multifaceted approach. This includes targeted marketing campaigns, participation in industry events, and establishing a strong online presence through social media and other digital channels.

We have been an integral part of a number of industry associations, that helps us with a forum to understand the industry challenges and present our point of view as well. In addition to this, we publish reports and case studies demonstrating our capabilities, innovation and value that we create for our clients.

In what ways is mFilterIt utilizing Generative AI to strengthen its operations, and how is this technology contributing to their overall objectives and effectiveness?

mFilterIt has incorporated generative AI in its mScanIt, digital Commerce intelligence dashboard to conveniently fetch insights from the dashboard based on a query like “In beverage category discoverability share of [brand name] sub-brand versus competition [name] on [marketplace] between [dates]”. This reduces the manual effort to navigate through the dashboard. By leveraging Generative AI, mFilterIt also achieved operational efficiencies, and stay at the forefront of technological advancements in the AdTech and MarTech industry.

Can you provide insights into recent ad fraud incidents within the industry, and how is mFilterIt addressing or preventing such fraudulent activities to ensure a secure advertising ecosystem?

Ad Fraud is not something new, its just that the awareness of same has recently grown when industry associations have started talking about the issue in open. For the last 8 years, we have found the percentage of ad budget drain is more than 12-14% of total spend for our clients, while our competition has claimed this number to be as low as 1-2% only. ANA, Association of National Advertisers, released a report last year claiming 23% wastage on programmatic ads.

In recent times, the content consumption behavior of people has shifted from desktops and laptops to mobile phones and from websites to OTT and CTV. One of the issues that we found out is that large publishers and OTT players are pushing a significant number of impressions on concentrated set of devices. This is a clear violation of Frequency Capping, and this is made possible because of lack of cookie-based tracking on apps.

To counter this, mFilterIt developed a VAST ta based tracking solution that detects in real time the VAST requests that violate the threshold and blocks them. Hence, saving the precious advertising dollars for the client.

What advice does mFilterIt have for Chief Marketing Officers (CMOs) in safeguarding their advertising strategies against potential risks, especially in the context of emerging threats and evolving industry trends?

mFilterIt may offer advice to Chief Marketing Officers on safeguarding their advertising strategies. This advice may include staying informed about emerging threats, investing in robust fraud prevention technologies, and maintaining a proactive approach to adapt to evolving industry trends. Collaboration with trusted partners and regular assessments of advertising strategies may also be emphasized.

How is mFilterIt leveraging data to uphold and enhance brand loyalty, and what role does data play in shaping strategies that resonate with and retain a loyal customer base?

mFilterIt recognizes the importance of data in upholding and enhancing brand loyalty. They likely leverage customer data to gain insights into consumer behavior, preferences, and trends. The data that we work on for our clients help us understand the SIVT, Sophisticated Invalid Traffic and this data loops back to our AI model to understand the behavior and improvise our product.

Innovation, one of our core principles, is based on the data-based learning and hence we have been able to serve better value to our clients.

Can you share examples of innovative approaches or campaigns mFilterIt has undertaken to build its brand and maintain a competitive edge in the dynamic advertising and marketing landscape?

We like to follow the basics when it comes to our marketing. We identify the real challenges that the advertisers face and then we take the same to relevant platforms to spread awareness about the same. The only additional thing that we do is to identify the challenges way earlier compared to other players in our domain. This gives us first mover advantage for new challenges being faced by the advertisers and we continue to deepen trust of our existing clients in our innovation and technology.

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