The funds will be used to build the company’s sales and marketing efforts and support its suite of offerings in a push to simplify lead generation. The company cites stats that say the online lead generation biz is growing 71% annually – the fastest-growing segment of online advertising.

The stupendous growth is likely attributable to the increased push for interactive advertisers to deliver measurable results; CPL advertising allows companies like Pontiflex to pay solely for customer lead data, instead of just clicks or page views.

Brian Hirsch, managing director of Greenhill and Scott Johnson, managing partner of New Atlantic Ventures will join Pontiflex’s Board of Directors as part of the deal.