Pontiflex has received $2.5 million in Series A Funding in a round led by New Atlantic Ventures and Greenhill SAVP.
The company is involved in online lead generation, facilitating interaction between advertisers and publishers. They bill themselves as “the industry’s only open and transparent lead generation marketplace”, and feature real time campaign optimization and speedy campaign generation.
Pontiflex says it will use the capital to strengthen the company’s sales and marketing efforts to enhance their lead generation services.
As part of the deal Scott Johnson, Managing Partner for New Atlantic Ventures, and Brian Hirsch, Greenhill SAVP’s managing director, will join the Pontiflex board.
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Sorry, I do not understand. In this online world, what is the need for a middleman between advertiser and publisher. Anyone can easily use the tools from Adwords, FederatedMedia, DoubleClick, Kontera etc to set up and serve ads. How would they spend this $2.5 million to expand their business? Forgive my ignorance.
Funding is ok … But where is the idea to beat Adwords, FederatedMedia, DoubleClick, Kontera etc . Market is getting bigger ….
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If I read this correctly they are trying to create an adword type solution for lead generation not a cost per click model at all. Great idea.
Pontiflex does something that Adwords, FederatedMedia, DoubleClick, Kontera are not doing. We offer advertisers the chance to pay for leads – not for impressions and clicks. This is exactly what marketers are looking for in tough economic times. Till now, advertisers could not connect with publishers transparently in the lead generation market – and we’ve made that possible. That’s why we believe that Pontiflex will drive growth not only in online lead generation, but online advertising as a whole.
Zephrin Lasker
CEO, Pontiflex.
Does “open and transparent” present better leads or perhaps the leads are told what they are being led into more transparently. Maybe the advertiser can protect their brand better? Although, more sites to sign up for winning an ipod could be a good thing. I guess if it’s about paying for leads and not impressions/clicks then I guess you’re really competing against the affiliate networks: LinkShare, CJ, Performics, Share-a-Sale, etc.
I guess you offer pay per lead instead of PPC or PPM. So you basically use PPC, PPM, Affiliate marketing, Text links, case studies and many other marketing techniques to capture customer information and sell that to your clients. Is that correct way of describing your business?
Transparency means that an advertiser knows exactly where the lead is coming from and that she/he can optimize the campaign by mapping leads to their source. Open means that any publisher can join our network.
We are not an affiliate network – our advertisers can transparently pick a publisher to run a hosted CPL campaign with.
We provide a listing of publishers that offer lead generation opportunities. Advertisers can come to Pontiflex and select publishers (transparently) based on their campaign criteria. They can then enable real time reporting and optimization – everything happens with one single point of connection.
Think about it -most people use banners or search campaigns to generate leads. Why should advertisers pay for clicks or impressions that might never convert? We make it possible for them to pay only for leads – and what’s more do it transparently (this was not possible till now).
Zephrin
What you described sounds like every other affiliate network out there.
Please explain how you are different than and affiliate network, like CJ or linkshare. They both have hundreds, maybe thousands of lead gen offers I can run on my site if I choose. I choose not to, because CPA, affiliate, lead gen programs are typically terrible earners for most sites. CPM is always best for the publisher, as you are earning on your quality of your content. Affiliate programs can be good, but a publisher need to focus on getting users to fill out lead forms rather than creating engaging content.
Cheers
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