Advertising is one of the common ways to monetize a dating app that functions on a freemium model (freemium apps operate on a business model where basic or limited features are included, but additional charges apply to supplemental or advanced features). Typically, users must watch ads to continue interacting without paying an additional fee. Broadly speaking, there are three categories of ads.

Standard ads

Standard ads are shown to every app user, regardless of their demographic profile. Dating apps earn money for every ad view, click, or transaction a user makes. Subscribers must watch every ad to continue platform usage unless they subscribe to an ad-free version. Popular platforms like Tinder use ads a lot for app monetization. There are many different types of in-app ads, spanning:

• Banners
• Videos
• Surveys
• Text

Custom Ads

Custom ads use app user profiles to promote specific themes and topics based on demographics, buyer interactions, and in-app behaviors.

Some dating apps offer in-app advertisements as a service. Grindr is a great example and earns significant revenue from brands looking to target the LGBTQ community through specific marketing activities tailored by budget, ad performance insights, and geo-targeting.

For companies with high budgets, some apps offer account representative assistance to help brands create even more customized, highly targeted, and optimized in-app advertising solutions.