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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.

Online dating services also differ widely in their revenue streams.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.Some sites are completely free and depend on advertising for revenue.Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.That is, online dating sites use the conceptual framework of a "marketplace metaphor" to help people find potential matches, with layouts and functionalities that make it easy to quickly browse and select profiles in a manner similar to how one might browse an online store.Under this metaphor, members of a given service can both "shop" for potential relationship partners and "sell" themselves in hopes of finding a successful match.A great diversity of online dating services currently exists.Some have a broad membership base of diverse users looking for many different types of relationships.

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