During these recessionary times, publishers and online commerce sites need to consider all options when it comes to monetizing their sites.
One way to monetize a site is to sell users as leads at the time of registration. For example, when you're checking out at Orbitz, you may see a list of ads for some service. If you accept to receive any information from those services, you're actually worth something - possibly several bucks - to Orbitz. It's additional revenue that's something to consider.
On the flip side, the beauty for the advertiser is that they get a certain amount of information from you, like your email, and they get a pretty qualified lead.
One startup, which raised $2.5 million at the start of 2008, trying to be the deliverer of these qualified leads is Manhattan-based Pontiflex. I caught up with Zephrin Lasker at the AlwaysOn OnMedia conference in New York last week. Here's Lasker's take on the business of providing cost-per-lead advertising solutions.