They won't hook up to the social graph but they'll pay for ad impressions on Facebook that convert to signups that create usernames and unplug from the social graph.
Maybe they should have tried to buy Grindr instead. It's a "location-based mobile app" better known as the app straight people are jealous of.
The policy has frustrated a whole range of companies who make small, niche dating sites, like Catholic (for single Christians) and Hi Dine (for restaurant lovers).Free websites, in particular, are able to offer services to members by relying on advertising revenue.The cost to advertise on a website will depend on how popular and established the site is. There's a huge variety of dating websites to choose from.This week, a CEO at another dating site, who asked not to be identified, described to BI just how frustrating the ban has become.He has 0,000 or more to spend on ads, but Facebook declines to take his money.Revenue dipped in 2009 but just hit the 0 million mark in 2010. 1 spot when you Google "online dating." Tech Crunch reports Match wanted to acquire a younger userbase, and according to IAC, OKCupid has "been the fastest growing dating site in the advertising-based category." Did you hear that? Otherwise sensible filtering criteria, like who you know in common, is not possible in a world of usernames, so you're left with "10 miles from 10005" and mysterious matchmaking algorithms. Match historically spends about half its revenue on advertising to bring new users in the door (and through the subscription pay wall). IAC also set up a joint venture with Meetic in Latin America and bought Singlesnet in 2010. They've grown entirely by word of mouth -- and just announced they're about to go straight, too. The only dating sites that will survive in spite of the social graph will be the adult dating sites.