Tinder Tests Programmatic Advertising with Google


Tinder is reportedly exploring opportunities to implement programmatic advertising on its platform using Google’s ad technology.

The dating app will sell advertising space on Google’s ad server, where companies will buy bundles of impressions.

Peter Foster, GM of Global Advertising and Brand Solutions at Match Group, said: “For almost any company that isn’t Google or Facebook, you’re going to have impressions that you don’t have demand for.

“We think about both those platforms as excellent partners that provide ways to reach advertisers that we won’t be able to get on our own because we don’t have that scale.”

Only around 3% of Match Group’s revenue comes from advertising at present, with subscriptions accounting for a much larger proportion.

Foster adds that Match Group is likely to begin selling ad deals across several of its brands at once, noting that OkCupid and POF have valuable audiences that are slightly different to Tinder’s.

Tinder began selling programmatic advertising via Facebook’s ad platform last year. With this case, as well as with Google, the company has been careful to test the impact of advertising on user engagement.

In April, eMarketer predicted that programmatic ad spend in the US would rise 28% over the course of 2018.

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Scott Harvey

Scott is the Editor of Global Dating Insights. Raised in Dorset, he holds a BA from The University of Nottingham and an MSc from Lund University School of Economics and Management. Previously he has written about politics, economics and technology for various online publications.

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