The English word lead is used in different contexts, mostly in online advertising and marketing. A lead is the qualified contact address of a prospective customer who has been approached by online advertising.
Leads can be generated online through computer games, e-mail newsletters, prize competitions or the sending of white papers. They contain the most important contact data such as the e-mail address, name and address of the prospective customer. They are of the greatest interest to the advertising company, as the individuals can be contacted directly and often generate sales. For this reason, the costs incurred for lead generation are determined as cost per lead( CPL) or pay per lead( PPL).