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Brooklyn-based Pontiflex has announced a new $6.25 million Series B round of funding led by RRE Ventures today. The company previously raised $2.5 million. Existing investors New Atlantic Ventures and Greenhill SAVP also participated in the round. Pontiflex notes that the new funding, "will be used to strengthen the company’s flagship Pontiflex AdLeads product that makes online lead generation simple, effective and transparent."
Pontiflex describes their service as, "offering advertisers the opportunity to purchase high-quality customer leads via brand-specific banner and direct response ad units. These ‘marketing leads’ generated via the Pontiflex platform represent potential customers who have voluntarily opted in to receive advertisers’ messages."
David Kaplan at PaidContent has more on the transaction. David discusses the difference between marketing leads and sales leads and spoke with Pontiflex CEO Zephrin Lasker regarding transparency and the company’s opt-in methods.