• by Gavin O'Malley  @mp_gavin, September 16, 2008

Lead-generation startup Pontiflex has launched a Web-based AdLeads program through which advertisers can run direct-response and display advertising on a cost-per-lead pricing model, and buy brand-specific marketing leads from an open market.

The service, designed to further centralize the cost-per-lead (CPL) ad market, charges advertisers for qualified leads rather than for clicks and impressions.

"The lead-generation market is still incredibly fragmented, which makes it difficult for marketers to execute multiple campaigns," said Zephrin Lasker, co-founder and CEO of Pontiflex.

Pontiflex AdLeads allows advertisers to buy brand-specific leads and build community sites, newsletters, reward programs and member acquisition programs quickly and cost-effectively.

Founded in February, the Brooklyn, N.Y.-based company connects publishers with advertisers who pay each time a reader signs up for a promotion or registers at a site.

Because of the service's transparent structure, marketers and agencies can use it to manage all of their campaigns--including those not generated through Pontiflex--at no charge. This could prove useful for advertising agencies attempting to centralize campaign management for multiple clients and accounts.

Because Pontiflex AdLeads is transparent, advertisers know where their campaigns are running. They can map leads to their sources, turn campaigns on and off with a click and increase returns even further. Just as they would for a search engine marketing campaign, marketers and agencies can log on to the Pontiflex AdLeads Web interface, and automate every step of online advertising.

"CPL advertising was always more cost-effective than online banner and search advertising," Lasker said. "But banner and search campaigns offered marketers and agencies the advantage of being able to centralize campaign management, which we're now offering."

In April, Pontiflex raised $2.5 million in series-A funding led by venture capital funds New Atlantic Ventures, and Greenhill SAVP. That month, Pontiflex's network included 17 million leads across 12 industry categories.