Tinder Warms To Advertising

Though Tinder has had little promise for advertisers, they are now part of IAC, and are slated to begin generating revenue for the conglomerate. IAC executives reported today that they want the dating app to begin to generate revenue and are expecting to experiment with different types of monetization strategies in the near future. The obvious idea is to run ads on the service – it presents many intriguing prospects for differing ways of bringing content to different types of consumers specific to the platform. Indeed, Fox has already advertised on the service with fake profiles to promote their program “The Mindy Project.” IAC executives are making the pitch, in part, because of user numbers on Tinder, which continue to increase. It will be interesting to hear how they think of advertising on the platform, and is worth keeping an eye on.