• by Mark Walsh  @markfwal, January 15, 2013

Mobile advertising firm Pontiflex on Tuesday announced closing a fourth rounding funding of $7.7 million led by Talus Holdings, a media technology holding company backed by Blackstone's GSO Capital. Existing investors RRE Ventures, New Atlantic Ventures and Tribeca Venture Partners also participated in the round.

TechCrunch first reported the investment last week.

Pontiflex said it would use the new financing to accelerate adoption of its flagship AdLeads program, in which advertisers are charged for ads running in mobile apps on a cost-per-lead basis rather than for clicks and impressions. The self-serve system also lets local marketers geo-target ads down to the neighborhood level.

To date, Pontiflex has raised a total of about $15.5 million in venture funding.