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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.

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Profiles created by real humans also have the potential to be problematic.

For example, online dating sites may expose more female members in particular to stalking, fraud, and sexual violence by online predators.

Some sites are completely free and depend on advertising for revenue.

Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.

However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.

There are mixed opinions regarding the safety of online dating.

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.

Such companies offer a wide variety of unmoderated matchmaking services, most of which are profile-based.

Online dating services allow users to become "members" by creating a profile and uploading personal information including (but not limited to) age, gender, sexual orientation, location, and appearance.

The 2016 Pew Research Center's survey reveals that the usage of online dating sites by American adults increased from 9% in 2013, to 12% in 2015.

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