Profile for dating online
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Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.Over 50% of research participants in a 2011 study did not view online dating as a dangerous activity, whereas 43% thought that online dating involved risk.Because online dating takes place in virtual space, it is possible for profile information to be misrepresented or falsified.While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.
For instance, some profiles may not represent real humans but rather "bait profiles" placed online by site owners to attract new paying members, or "spam profiles" created by advertisers to market services and products.
However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.