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Tonight has bought ads in New York, one of its most popular markets, and targeted alums of the top five New York universities, for example. K.-based Toffee, which is limited to people who attended private high schools, uses Facebook to advertise to people who went to those schools and elsewhere.“We’re trying to be clever in not chasing the more expensive filters.“People have been using Facebook for dating purposes already for a while, just not in this format,” said Visser, “and secondly, we view the move as a positive change, as it will expand the market even further and make online dating an accepted part of society.” Davis agreed that Facebook’s entry may help lessen the stigma of online dating and added that Facebook’s typical reliance on advertising, rather than a subscription model, may affect its prospects. “People are getting increasingly suspicious of things that are free because nothing is free,” Davis said.“We’re upfront with saying, ‘[We’re] for the price of a relatively decent gin and tonic, and we’re not going to hassle you.'” Ashley Madison, a site for people seeking affairs, last spoke with representatives of Facebook’s ads team in September and was told in an email seen by Digiday that the site was “not accepting applications for new dating advertisers at this time.” A Facebook spokesperson said the social network accepts new advertising clients as long as they meet the company’s ad policies.
Bumble said it was “thrilled” and could “explore ways to collaborate.” Joey Levin, chief executive at Match Group’s parent company IAC, said, “The water’s warm.” Turns out, it may be a little too warm.It’s clear that Tinder pays for search ads on mobile app stores: Search for rival dating app Bumble in the Apple App Store, and Tinder shows up first.Other services said they have focused their budgets on offline campaigns.The women-first app also pays for out-of-home advertising such as billboards on the highway from Los Angeles to Coachella and bins at airports.
But this feature is "not just for hookups," Zuckerberg said to laughs at the annual F8 developer conference on Tuesday.
Facebook’s entry into any space — just ask Snapchat — can spell doom for those already in the industry.