The Federal Trade Commission and the California Attorney General have each released guidelines on how mobile apps should disclose information-gathering practices, with a particular focus on geo-targeting data, and compliance with these recommendations is highly advised.Many online dating websites and apps contain fake profiles and bots posing as real people, which give rise to a variety of legal problems.
The benefit to the publisher, the advertiser and the site visitor is that the ads displayed are more likely to be relevant, and higher relevance leads to higher CTR's and higher conversion rates.
The online dating industry generates billions of dollars per year in revenues, and there are thousands of different companies running online dating websites and mobile apps.
Because of the massive business opportunity, companies are continually testing new business models and technologies to facilitate online dating.
In fact, this combination of more players on the field and limited availability for key search term positioning has lead to bidding wars that have caused some online dating search terms to cost .
While some of the larger players in the online dating industry can absorb rising CPC costs, many online dating Publishers have been priced out of the market.