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Why dating apps should ‘swipe right’ for programmatic advertising

The advent of the internet has forever transformed the way we live. Mobile apps are our go-to places for everything right from ordering food, till shopping, paying bills, banking, gaming, entertainment and the list is endless. We have an app for everything. This is true even for dating.

Dating apps have been around for a while. In fact, the online dating trend is the new normal in the Western countries. Apps like Tinder, OkCupid and are attracting more and more users each day. India, too, is now catching up. The online dating market in India is growing gradually. The increasing internet & mobile penetration are the some of the key factors behind this growth. Also, the fact that the Indian mindset is slowly changing, shunning the societal stigma associated with online dating.

This is an amazing opportunity for advertisers to reach the audiences that flock these dating apps. Depending upon their liking and preferences, they can be shown relevant ads. Programmatic advertising can help advertisers achieve this. It will enable them to reach the right audience at the right time. With the help of Data Management Platforms (DMPs), advertisers can combine the first-party data with the third-party data. They can use programmatic models like real-time bidding (RTB) and programmatic direct. Brands can generate great revenue by monetizing programmatically. It can even become their primary source of income.

Advertiser should not miss out on the opportunity to cash in on this alternative revenue. Further, as Indians are still “exploring” the concept of dating apps, they are more likely to consume the services for free, rather than investing in the paid subscription. As a result, relying completely on a subscription based model is not viable.

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