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Such sites earn revenue from a mix of advertising and sale of additional options.This model also allows users to switch between free and paying status at will, with sites accepting a variety of online currencies and payment options.However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.
For instance, some profiles may not represent real humans but rather "bait profiles" placed online by site owners to attract new paying members, or "spam profiles" created by advertisers to market services and products.
Most free dating websites depend on advertising revenue, using tools such as Google Ad Sense and affiliate marketing.
Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.
Most services also encourage members to add photos or videos to their profile.
Once a profile has been created, members can view the profiles of other members of the service, using the visible profile information to decide whether or not to initiate contact.