Lead-gen tech company Pontiflex has raised a $6.25 million second round funding. The round was led by RRE Ventures, with returning investors New Atlantic Ventures and Greenhill SAVP also participating. The company raised $2.5 million in its first round a year ago.

Unlike most lead-gen firms, Pontiflex offers “marketing leads” as opposed to “sales leads”—a practice that has been occasionally marred by banner ads deceptively promising a free iPod to entice users to click. And so, the company has been trying to popularize the CPL—cost per lead—as opposed to CPC. I spoke with Zephrin Lasker, the Brooklyn, N.Y.-based Pontiflex’s CEO and co-founder, who said, “We’re totally transparent about where the leads are coming from—the leads are generated by users who voluntarily opt-in. This is about being interested in a specific offer, not just getting someone off a list who might be interested in buying a car. It’s a clearer way to harness intent.”

Pontiflex highlights its work with brand-name marketers like Kimberly Clark as proof that it’s not a fly-by-night. To further prove that, the company plans to use the funding for promotional purposes and to attract more publishers, as well as add to its engineering team.

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