Mild oxymoron

Founder Erik Matlick of pay-per-click ad network IndustryBrains has launched Madison Logic, which he claims is the first full-service ad serving platform that caters specifically to lead generation.

The technology is called LeadFocus. It serves ads via contextual and behavioral targeting, and also provides inventory management, analytics, reporting and lead delivery/management.

"Complex algorithms" place ads in front of qualified audiences in real-time; ads can be served on websites, e-newsletters and email blasts.

Madison Logic saw a quiet 12-month buildup before today's formal launch. Its technology has already been licensed to DMNews, iMediaConnection, PC Magazine, Sourceforge and Security Focus.

Erik Matlick, who invested in the company along with a colorful string of others, shall oversee all Madison Logic's business operations. Other investors include William J. Benedict, Jr., founder/CEO of Alpine Meridian; SoftBank Capital’s Mike Perlis; serial investor Geoff Judge; Mark Walsh, the Chief Technology Advisor for the Democratic National Committee; Internet Capital Group's Ivan Inerfeld and Elke Wong, COO and former co-founder of Industrybrains.