Tinder Eyes Up Ads to Monetise Dating App

TinderDating app Tinder could be set to introduce apps after Greg Blatt, who runs Tinder owner IAC’s Match dating business, said on an earnings call that it will begin experimenting with monetizing ideas soon, according to a report from re/code.

Blatt told analysts: “The nature of the Tinder user experience presents itself with real opportunities for native advertising that certain of our other products don’t.”

The only ads Tinder users have seen so far have been when brands have created fake profiles to promote a specific product or event.

James Briscoe, director of channels at Unique Digital, believes Tinder has a great opportunity to monetise its user base. He said: “Data-wise, they have enough richness to make ensure strong targeting and highly relevance advertising placements. They also have an added revenue opportunity with a subscription service, enabling more advanced features or perhaps to opt out of advertising such as with Spotify.

“The major challenge is a question of scale and format; the use of ‘fake’ advertising profiles has only a certain life span before the users become frustrated. But again similarly to Spotify, they could well appear sporadically in the gap before the next profile appears. If Tinder can get this right, it opens up a massive revenue opportunity that could even start to challenge the likes of Twitter and Facebook, if not then many advertisers may just swipe left.”