Pontiflex has launched AdLeads, a cost-per-lead (CPL) ad marketplace for online marketers.

The system enables users to run direct response or display ads — including rich media — on a CPL pricing model. Advertisers only pay for qualified leads, "not for clicks and impressions that might never convert," beams spokesman Leo Tignini.

Marketers can also purchase brand-specific leads and build community sites, newsletters, reward and member-acquisition programs on the platform.

View a demo of AdLeads.

Pontiflex is a cost-per-lead firm that aims to bring transparency to lead-gen in online advertising. It raised $2.5 million in series A funding last April.