The lead-gen game is largely about arbitrage, so it’s no surprise to see more market makers springing up in this area. Pontiflex, a Brooklyn, NY-based lead gen marketplace serving the online advertising industry, has raised a $2.5 million first round New Atlantic Ventures and Greenhill SAVP. The company says the funding will go towards strengthening the product and marketing efforts. Another possible reason for the interest in these lead-gen markets: the whole idea that in a recession, marketers will only want to spend marketing dollars on efforts that directly lead to business. On Monday, it was reported that LeadPoint, a lead gen marketplace specializing in sales leads, raised $5 million. Release.

• LeadPoint Raises $6 Million Fifth Round For Lead Gen Exchange