SOURCE: Pontiflex


January 15, 2013 09:00 ET

Pontiflex Raises $7.7 Million in Series D Funding

Round Led by Talus Holdings; Investment Will Be Used to Accelerate Adoption of Self-Serve Mobile AdLeads Platform

BROOKLYN, NY--(Marketwire - Jan 15, 2013) - Pontiflex, creator of the industry's leading mobile signup ads platform, today announced the completion of $7.7 million in Series D funding led by Talus Holdings, a media technology holding company principally backed by Blackstone's GSO Capital. Existing investors RRE Ventures, New Atlantic Ventures and Tribeca Venture Partners also participated in the round. The new capital will primarily be used to accelerate the adoption of the company's flagship Pontiflex AdLeads product that enables local businesses to get new customers by running ads on iOS and Android mobile apps.

Through Pontiflex AdLeads, businesses can target ads to specific neighborhoods, cities, states and countries. They only pay for signups or leads -- the contact information of consumers who want to hear from them. They never pay for wasted clicks or impressions.

A 2012 Borrell Survey revealed that more SMBs (26%) would prefer to pay for signups (the email addresses and social networking handles of consumers interested in their businesses) as compared to clicks (19%) or impressions (6%). Given that a large percentage of mobile advertising is sold on a cost per click (CPC) or cost per thousand impressions (CPM) pricing model, the survey highlights a disconnect between SMB marketing preferences and advertiser offerings in the marketplace. However, with AdLeads small businesses can run relevant ads in local areas and pay only for signups.

The ability to deliver a performance oriented mobile advertising solution has been instrumental in driving the adoption of AdLeads in the marketplace. Since its launch in March 2012, over 10,000 businesses in twenty seven countries have signed up to run campaigns on the AdLeads mobile signup ad platform.

Daily deals site Brownhub is one of hundreds of businesses to geo-target ads to specific cities within the US. launched their first AdLeads campaign geo-targeted to Chicago. Since then, they have expanded their campaign to target five cities within the US.

"With AdLeads I can connect to an actual person who has explicitly opted-in to receive Brownhub deals," said Adil Qayyum, co-founder and CEO, Brownhub. "There's no more need to pay for clicks. AdLeads is the only way for Brownhub to run mobile ads and get connected with people from the cities we want."

Through Pontiflex, advertisers can run ads on thousands of iOS and Android apps like iFishing, Where's My Droid, TuneMe, MyFitnessPal and many others. Mobile app developers can serve Pontiflex's signup ads to their users by integrating the Pontiflex AppLeads SDK. They can also use Pontiflex's HTML 5 API and serve 100% opt-in signup ads to their end users without having to install a native SDK. Pontiflex's algorithm utilizes twenty seven discrete signals to ensure that users see ads that are most relevant to them -- enabling developers to maximize ad revenue and advertisers to get the most out of every ad dollar.

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About Pontiflex

Pontiflex powers a new kind of mobile advertising platform: Signup Ads.

Signup Ads are a simple and 100% opt-in way for people to hear more from brands they like. People can sign up without leaving the mobile app or website they're on, and advertisers pay only for valid signups and app installations.

Whether it's moms who join Kimberly-Clark's HUGGIES loyalty program, pet lovers who want to help animals with the ASPCA, or people who want personalized books from small businesses like Paper Hat Press, millions of people use Signup Ads every day to connect with their favorite brands and organizations on iPhone, iPad and Android devices.

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