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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.

Still others rely solely on paid membership subscriptions.

Opinions and usage of online dating services also differ widely.

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

Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.Most services also encourage members to add photos or videos to their profile.Once a profile has been created, members can view the profiles of other members of the service, using the visible profile information to decide whether or not to initiate contact.Over 50% of research participants in a 2011 study did not view online dating as a dangerous activity, whereas 43% thought that online dating involved risk.Because online dating takes place in virtual space, it is possible for profile information to be misrepresented or falsified.

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