Mobile ad company Pontiflex has raised $7.7 million in new funding. The news was revealed in a filing with the Securities and Exchange Commission and confirmed by Geoff Grauer, Pontiflex’s CIO, COO, and co-founder.
In an email statement, Grauer said the round was led by Blackstone, and is intended to grow AdLeads, a self-serve mobile ad platform where advertisers only pay after someone viewing the ad completes a sign-up platform. [Update: The company says the funding actually came from Talus Holdings, which is backed by Blackstone’s GSO Capital.] Ten thousand local businesses have signed up since AdLeads launched last March.
“The funding is a validation of Pontiflex’s signup ads model that allows small businesses to run profitable local ad campaigns in mobile apps across iOS, Android and Windows,” Grauer added. “With AdLeads, advertisers are paying for signups — and not wasted clicks or impressions.”
The company has raised about $15.5 million total. Previous investors including New Atlantic Ventures, Greenhill SAVP, and RRE Ventures.
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...