Pontiflex Inc. Secures $2.5 Million in Series A Funding from Leading Firms

Media Contact:
Leo Tignini
Horn Group, Inc.
(646) 202-9760
ltignini@horngroup.com

Company poised to unlock unfulfilled potential of Cost Per Lead (CPL) advertising market

Brooklyn, NY, April 30, 2008 — Pontiflex Inc., creator of the online advertising industry's first open and transparent lead generation marketplace, today announced the completion of $2.5 million in Series A funding led by New Atlantic Ventures and Greenhill SAVP. The new capital will be used to strengthen the company's sales and marketing efforts to support its suite of offerings that will make online lead generation simple, effective and transparent.

With 71% growth annually, the online lead generation segment is the fastest growing segment of online advertising, as marketers find themselves under pressure to deliver measurable returns in tough economic times. Advertisers are attracted to CPL advertising because it allows them to pay only for customer lead data, instead of just clicks (CPC) or page views (CPM).

"Online lead generation offers marketers an attractive alternative to CPM and CPC advertising," said Scott Johnson, Managing Partner, New Atlantic Ventures. "In a market that is increasingly focused on maximizing ROI, online advertisers and publishers across industries are reaching for lead generation as their tool of choice."

However, developments in enabling technologies to access and organize the CPL market have not kept pace with its growth. Until now, advertisers did not have an easy way to find, segment or connect to the thousands of publishers and media properties in the market. In addition, layers of intermediaries and brokers often obscure placements and hinder optimization.

"Our team takes great pride in creating a new and elegant way for Advertisers to find new customer leads by organizing and delivering easy access to the CPL market", said Zephrin Lasker, CEO and co-founder. "The market for 'sales leads' - generic leads that are resold to multiple advertisers, such as a homebuyer seeking a low-rate mortgage - is already fairly efficient. But the market for 'marketing leads' - unique leads generated for a specific brand - is underdeveloped, fragmented and opaque. Pontiflex enables advertisers to generate marketing leads with our open and transparent marketplace."

Pontiflex gives advertisers one point of connection to the entire lead generation market. They can reach publishers that generate up to 17 million leads across 12 industry categories. Pontiflex solves the main pain-point of online lead generation by allowing publishers and advertisers to connect transparently with each other. For the first time in online lead generation, advertisers can find publishers, set up campaigns and access real-time optimization, reporting and validation through a single point of connection.

"There is a large and unfulfilled advertiser demand for being able to generate marketing leads in a cost-effective and transparent manner," said Brian Hirsch, Managing Director, Greenhill SAVP. "Pontiflex also benefits publishers by providing wide exposure of their capabilities to advertisers in one place. We are excited to be part of a company that unlocks the potential of online advertising by eliminating market friction."

In conjunction with the financing, Brian Hirsch and Scott Johnson have joined the Pontiflex Board of Directors.

Pontiflex is in open beta; for more information please visit www.pontiflex.com.

About Pontiflex

Pontiflex is the industry's only open and transparent lead generation marketplace. Hundreds of publishers, advertisers and technology providers connect through Pontiflex to make lead generation marketing simple, effective and profitable.

About NAV

New Atlantic Ventures (NAV) is an early-stage information technology venture capital fund based in Northern Virginia and Cambridge, Massachusetts. NAV focuses on businesses in high-growth emerging mass markets. Within high-growth emerging mass markets, NAV focuses on four main sectors: wireless, new media, online services and breakthrough technologies. For more information about NAV, please visit www.navfund.com.

About Greenhill SAVP

With over $100 million under management, Greenhill SAVP makes early stage venture investments in technology enabled services and business information services companies. Prior fund manager investments include LivePerson (NASDAQ:LPSN), OpenWave (NASDAQ: OPWV), UGO Networks (acquired by Hearst Corporation), KnowledgeStorm (acquired by TechTarget) and YellowJacket (acquired by the Intercontinental Exchange).

Greenhill SAVP is an affiliate of Greenhill & Co., Inc. (NYSE: GHL), an independent investment banking firm with offices in New York, London, Frankfurt, Toronto, San Francisco, and Dallas. Greenhill SAVP leverages its deep domain expertise, a proven investment track-record and a global corporate network to create significant portfolio value. For more information about Greenhill SAVP, please visit www.gsavp.com.