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Dating Apps Shake Hands With Programmatic Advertising

Definitely, you must have heard about apps like Tinder, Badoo, Bumble,
Happn, and OkCupid. In today’s digital world, everything we do – right from
shopping, to ordering food, hailing a cab, listening to music and watching
a movie or a series – is online. This has concept has made its way into
India off late. But, it is still catching up. There is a huge growth
potential for the online dating industry to grow in India right now. Many
factors like increasing digital population, increasing internet and mobile
penetration, and high-speed data at affordable rates. Even the traditional
stigma attached to online dating within the Indian diaspora has been waning
off to a greater extent.

In a recent interaction with Campaign India, Vertoz’s Founder & CEO,
Ashish Shah talks about how this can be an excellent opportunity
advertisers can leverage. Dating apps can be a great opportunity for
advertisers to reach the audience. Advertisers can target the audiences on
these platforms on the basis of parameters like their liking and
preferences, gender, age, and the phase of life that they are in.
Programmatic advertising offers advertisers the best way to accomplish
this. Models like programmatic direct and Real-Time Bidding (RTB) can
seamlessly target these users to show them relevant ads. In addition,
advertisers can also leverage first-party and third-party data through Data
Management Platforms.

This will help the apps to generate alternate revenue, apart from the
revenue received from their subscription-based models. What’s more? It will
eliminate all the hassle involved in the direct sale approach, as the
inventories will be sold through an automated way.

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