Beware credit card apps
on Forbes.com

Though online lead generation's suffered some bad press — with some companies in the sector tempting consumers with empty promises of free iPods — publishers aren't turning their backs on the tactic just yet.

Forbes.com signed a deal with lead gen service Matchpoint to run form-based units on the site, hoping to collect data on potential customers. Forbes calls the move an experiment, as it does not represent a big part of its business.

Through a proxy server, consumers enter their email address and zip codes. Those driven to the site answer additional questions based on advertisers' criteria.

Matchpoint then markets the data collected through a pay-per-lead auction platform, giving publishers like Forbes a cut of the bid revenue.

Before going to auction, the lead gen service first emails the consumer to gauge its interest in being contacted by bidding advertisers. If it's a go, advertisers are allowed to contact the consumer via email twice in a 30-day period.

In addition to Forbes, Microsoft is experimenting with a lead gen widget format on its new health search site, according to ClickZ.