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While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.For instance, some profiles may not represent real humans but rather "bait profiles" placed online by site owners to attract new paying members, or "spam profiles" created by advertisers to market services and products.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.Still others rely solely on paid membership subscriptions.Opinions and usage of online dating services also differ widely.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.



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.At the end of November 2004, there were 844 lifestyle and dating sites, a 38% increase since the start of the year, according to Hitwise Inc.The stigma associated with online dating dropped over the years and people view online dating more positively.Other sites target highly specific demographics based on features like shared interests, location, religion, or relationship type.

Online dating services also differ widely in their revenue streams.

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