A Brooklyn-based startup has set up a “transparent” marketplace for publishers and advertisers to exchange leads.

Pontiflex is hoping its open platform, Adleads, will take the “sketchiness” out of lead generation by allowing publishers to offer advertising inventory on a cost per lead—as opposed CPM (cost per impression) or CPC (cost per click).

“It’s totally open, and opt-in, so you don’t get 100 sketchy emails of people who mistakenly clicked on a ‘win a free ipod’ link,” said Pontiflex founder Zephrin Lasker.

Publishers looking to build a targeted e-mail lists or online communities can also use the service to “just pay for leads, not clicks or impressions that may never convert,” he said.

Pontiflex is backed by New Atlantic Ventures and Greenhill SAVP. In April, the company received $2.5 million in Series A funding.