Interactive advertisers can create the custom banners themselves and then deploy them on specific publisher sites in Pontiflex’s GENList publisher directory. Its patent-pending data transfer technology then delivers the lead data from publisher to advertiser.

“In this economy, we are always looking for ways we can get more bang for our buck,” says Jared Blank, CEO of Tripmela, an industry leading travel Web site focused on India. “We run a large number of online campaigns to generate qualified leads and build our newsletter in a cost-effective way. AdUnit X banners are by far the best performing of all our creative units.”

Pontiflex’s ad management platform already allowed advertisers to automate and centralize media planning, campaigns, reporting and optimization. “Now they can also create custom CPL AdUnitX banners, which have a demonstrable track record of increasing campaign ROI,” said Zephrin Lasker, CEO and Co-founder, Pontiflex. “Advertisers can now buy display advertising on a CPL basis and not just through CPM and CPC pricing models.”

In April, Pontiflex raised $2.5 million in Series A funding from venture capital firms New Atlantic Ventures and Greenhill SAVP.