Pontiflex is a ad service company, that tries to help advertisers find publishers of lead generation web sites. Its software lets an advertiser run campaigns and get reports on them in real time. A publisher gets paid by the advertisers when a lead happens, such as a user’s registration for a product, happen.

The company, based in Brooklyn, New York, has just raised $2.5 million from New Atlantic Ventures and Greenhill SAVP.