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Outgoing CEO and Diller successor Greg Blatt says they're one of the biggest advertisers on Facebook. (Debatable.) Match's attempts were cosmetic at best because usernames are in direct conflict with the social graph.
In fact Barry Diller says Match just can't get enough of Facebook ads.
Your application may be considered separately for each country in which you want to display ads.As a participant in the program: The following policies are provided for advisory purposes only.At its sole discretion and at any time, Microsoft reserves the right to define and amend what is considered adult content, amend the published adult policy, restrict the presence of adult content across the network, and disable the use of adult keywords. Some members make it through to the date filter, then you filter them out, and if you're lucky you find a mate and get the hell off the site. (But, get this, the ads are getting too expensive.) To Match's credit, it's not like they haven't tried to grow "organically." Notable experiments include a mobile dating service called Match Mobile they launched way back in 2003 (and again in 2007), and a 2007 attempt to integrate with Facebook, called it Little Black Book. You don't invite your friends to join you on Match, you don't know what friends are already there, and you don't make new friends while you're (paying to be) there.In the world of online dating, advertising is a 100% data-driven process of acquiring, upselling, and replacing users. Diller's aging anti-social network brings in about a quarter of IAC's annual revenue.