Dating apps are the definition of modern love. The convenience of online dating paired with the universal pursuit of love has made dating websites and apps extremely popular platforms with large user bases and plenty of marketing opportunities. Online dating has become a destination for people looking for positive changes in their lives. As the number of single people grows and the popularity of online dating rises, advertisers could benefit from marketing on online dating platforms. Additionally, negative attitudes toward online dating are declining, albeit more slowly than positive attitudes are growing. In , nearly one-third of Americans believed that those who used online dating services were desperate. Ten years later, that belief is held by less than one-fourth of the population.
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You might be swiping to find love, but on many dating sites the real match you may be making is with advertisers. A new report from Ghostery , which creates products to detect and block data trackers, reveals which dating sites are tracking your data the most. Ghostery examined the eight largest dating sites only their websites, not their corresponding apps in the United States — including Tinder, OkCupid, and Match — to find potential trackers. Ghostery’s president, Jeremy Tillman, explained in a call with Mashable, that a data tracker is a snippet of code that companies such as Facebook and Amazon can implement onto other sites.
Sites usually load the trackers themselves and they know they’re there. This may not be the case, however, for “piggybacking trackers,” where one tracker lets others “piggyback” of it. Tracking like this is done for multiple reasons, but usually it’s used for advertising or analytics purposes. Ad trackers on dating sites, for example, retarget the user on other websites. If a user, say, goes to Match’s website, the next time they go on Facebook they may be served an ad for Match.
Simply put, these trackers send information to third parties. The site or app that has the tracker on it gets potential advertising revenue while the trackers Facebook, etc. Match had the most trackers with, followed by OkCupid and OurTime, both with Badoo had the least: 9.
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When the company behind Ghostery, a browser extension that blocks data trackers, studied eight prominent datings sites, including Match and OkCupid, it found that trackers from Facebook and Google were on every single one of them. Many of these trackers help produce analytics and target ads, and those can give companies a good sense of who you are and your romantic interests.
Ghostery found that Match had the greatest number of trackers — 36 in total — followed by OkCupid and the 50s-plus dating site Our Time. Meanwhile, the dating social network Badoo had just nine, including trackers from Google, Twitter, and Facebook. Recode also requested comment from Facebook, but the company had not responded by the time of publication.
Tillman says that many of the trackers seen on dating sites are similar to those you might find on an e-commerce platform. Importantly, many of the trackers that Ghostery found are not from the biggest, most familiar companies. Take a tracker like Advertising. While some might just be looking at the URLs you visit, Tillman says other trackers could potentially pick up more sensitive information, like your gender, sexual orientation, and dating preferences.
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Today, we analyze three dating apps that have made it big using native ads and other methods: This the best way to get people to use their service. It doesn’t.
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