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Its first big ad campaign, with Bud Light, was perhaps emblematic of what it can offer millennial-aimed companies: It will allow, as Tinder’s vice president of advertising Brian Norgard told Techcrunch, the dating app to “give that data back to our brands in a really valuable way.” But Tinder’s Plus pricing has also led to blowback for what skeptics called the service’s ageist ways: “I’m not desperate enough to keep using Tinder now that I know it considers me a dried up old hag,” wrote Dani Burlison, a 41-year-old single mother, in .

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But the site that brands itself as “a different kind of relationship company” has seen its own challenges.

Though the firm said subscribers are joining at faster rates and staying longer, analysts last year estimated e Harmony’s revenue growth had slowed to a crawl, and was still half that of the Match Group’s, the mix of Tinder, Match and OKCupid that brought in more than 0 million in the U.

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Tinder, America’s fast-growing online-dating juggernaut, last week unveiled its first big branding partnership aimed at its core audience of millennial fling-seekers: a neon-drenched video-ad campaign hyping Bud Light’s mega-keg party, “Whatever, USA.” Meanwhile, over at Tinder’s less-youthful rival e Harmony, a recent ad saw its 80-year-old founder counseling a single woman besieged by bridesmaid’s invitations to take some time (and, of course, the site’s 200-question compatibility quiz) to find that special someone: “Beth, do you want fast or forever?

But e Harmony has doubled down on its outreach to older, love-serious singles, preaching anew its “29 dimensions of compatibility” that they say have led to more than a million marriages nationwide.

The service has spent more than

Tinder, America’s fast-growing online-dating juggernaut, last week unveiled its first big branding partnership aimed at its core audience of millennial fling-seekers: a neon-drenched video-ad campaign hyping Bud Light’s mega-keg party, “Whatever, USA.” Meanwhile, over at Tinder’s less-youthful rival e Harmony, a recent ad saw its 80-year-old founder counseling a single woman besieged by bridesmaid’s invitations to take some time (and, of course, the site’s 200-question compatibility quiz) to find that special someone: “Beth, do you want fast or forever?But e Harmony has doubled down on its outreach to older, love-serious singles, preaching anew its “29 dimensions of compatibility” that they say have led to more than a million marriages nationwide.The service has spent more than $1 billion in advertising in recent years, largely on TV ads for older audiences far removed from Tinder’s dating pool.Match alone has more than 2 million daters across North America, a third of whom are over the age of 50.But Tinder, with its youthful grip on mobile dating, is increasingly becoming one of the firm’s hottest commodities: A standalone Tinder would be worth about $1.6 billion, analysts from JMP Securities said last week, who added that Tinder Plus could bring the firm more than $121 million in subscriptions next year.After taking off on college campuses, Tinder now boasts 26 million matches a day, and its leaders have invested heavily in maintaining its reputation as a hook-up haven for young people.

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Tinder, America’s fast-growing online-dating juggernaut, last week unveiled its first big branding partnership aimed at its core audience of millennial fling-seekers: a neon-drenched video-ad campaign hyping Bud Light’s mega-keg party, “Whatever, USA.” Meanwhile, over at Tinder’s less-youthful rival e Harmony, a recent ad saw its 80-year-old founder counseling a single woman besieged by bridesmaid’s invitations to take some time (and, of course, the site’s 200-question compatibility quiz) to find that special someone: “Beth, do you want fast or forever?

But e Harmony has doubled down on its outreach to older, love-serious singles, preaching anew its “29 dimensions of compatibility” that they say have led to more than a million marriages nationwide.

The service has spent more than $1 billion in advertising in recent years, largely on TV ads for older audiences far removed from Tinder’s dating pool.

Match alone has more than 2 million daters across North America, a third of whom are over the age of 50.

But Tinder, with its youthful grip on mobile dating, is increasingly becoming one of the firm’s hottest commodities: A standalone Tinder would be worth about $1.6 billion, analysts from JMP Securities said last week, who added that Tinder Plus could bring the firm more than $121 million in subscriptions next year.

After taking off on college campuses, Tinder now boasts 26 million matches a day, and its leaders have invested heavily in maintaining its reputation as a hook-up haven for young people.

billion in advertising in recent years, largely on TV ads for older audiences far removed from Tinder’s dating pool.

Match alone has more than 2 million daters across North America, a third of whom are over the age of 50.

But Tinder, with its youthful grip on mobile dating, is increasingly becoming one of the firm’s hottest commodities: A standalone Tinder would be worth about

Tinder, America’s fast-growing online-dating juggernaut, last week unveiled its first big branding partnership aimed at its core audience of millennial fling-seekers: a neon-drenched video-ad campaign hyping Bud Light’s mega-keg party, “Whatever, USA.” Meanwhile, over at Tinder’s less-youthful rival e Harmony, a recent ad saw its 80-year-old founder counseling a single woman besieged by bridesmaid’s invitations to take some time (and, of course, the site’s 200-question compatibility quiz) to find that special someone: “Beth, do you want fast or forever?But e Harmony has doubled down on its outreach to older, love-serious singles, preaching anew its “29 dimensions of compatibility” that they say have led to more than a million marriages nationwide.The service has spent more than $1 billion in advertising in recent years, largely on TV ads for older audiences far removed from Tinder’s dating pool.Match alone has more than 2 million daters across North America, a third of whom are over the age of 50.But Tinder, with its youthful grip on mobile dating, is increasingly becoming one of the firm’s hottest commodities: A standalone Tinder would be worth about $1.6 billion, analysts from JMP Securities said last week, who added that Tinder Plus could bring the firm more than $121 million in subscriptions next year.After taking off on college campuses, Tinder now boasts 26 million matches a day, and its leaders have invested heavily in maintaining its reputation as a hook-up haven for young people.

||

Tinder, America’s fast-growing online-dating juggernaut, last week unveiled its first big branding partnership aimed at its core audience of millennial fling-seekers: a neon-drenched video-ad campaign hyping Bud Light’s mega-keg party, “Whatever, USA.” Meanwhile, over at Tinder’s less-youthful rival e Harmony, a recent ad saw its 80-year-old founder counseling a single woman besieged by bridesmaid’s invitations to take some time (and, of course, the site’s 200-question compatibility quiz) to find that special someone: “Beth, do you want fast or forever?

But e Harmony has doubled down on its outreach to older, love-serious singles, preaching anew its “29 dimensions of compatibility” that they say have led to more than a million marriages nationwide.

The service has spent more than $1 billion in advertising in recent years, largely on TV ads for older audiences far removed from Tinder’s dating pool.

Match alone has more than 2 million daters across North America, a third of whom are over the age of 50.

But Tinder, with its youthful grip on mobile dating, is increasingly becoming one of the firm’s hottest commodities: A standalone Tinder would be worth about $1.6 billion, analysts from JMP Securities said last week, who added that Tinder Plus could bring the firm more than $121 million in subscriptions next year.

After taking off on college campuses, Tinder now boasts 26 million matches a day, and its leaders have invested heavily in maintaining its reputation as a hook-up haven for young people.

.6 billion, analysts from JMP Securities said last week, who added that Tinder Plus could bring the firm more than 1 million in subscriptions next year.

After taking off on college campuses, Tinder now boasts 26 million matches a day, and its leaders have invested heavily in maintaining its reputation as a hook-up haven for young people.