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The TV ad buying approach was based on reaching an audience, and the team began analyzing channels one by one.

The smaller the volume of spots on a channel, the easier the process was to quickly identify under-performing spots and reallocate them to another channel.

Soon we’ll be seeing ads akin to this: Tinder’s foray into programmatic is enticing to advertisers due to the brand’s recognizability, global reach, and high levels of engagement.

Less-Than-Fun fact: homosexuality was outlawed and punishable by death in the UK by wife-murderer Henry VIII and continued to be illegal until 1967. A., anyone accused of being a "sodomite" doing "buggery" was also legally sentenced to death as of 1776.) Coded words, female names and other signals in personals were channels to privately expressing vulnerability and find companionship that society forbade.

During this time, gathering sites for gay men known as Molly Houses were subject to regular raids by law enforcement. 1727: Women Get Smacked Down for Expressing Personal Desire In 1727, Englishwoman Helen Morrison became the first woman to place an ad in a Lonely Hearts column.

Apps like Tinder have made online dating the norm for today’s young professionals.

What used to be seen as awkward, and only for those who couldn’t find a date on their own, is now the accepted dating standard.

We wanted to optimize the impact by systematically reviewing what works and what doesn’t work.

The site needed an independent system to support its continuous test-and-learn methodology and it needed it to be quick to set-up and easy to use. Using ADvantage, the team started with a long-tail approach, selecting the smaller digital channels first where the risk was minimal and the knowledge curve was high.

It appears unusual to find a single Millennial who doesn’t have an account on at least one dating app.

For one, they’re slowly creeping into advertising territory that’s currently monopolised by platforms like Facebook and Google.

Before the Internet, there were personal ads, and before that, lonely shepherds carved detailed works of art into tree bark to communicate their longing for human contact.

Since the earliest days of mass media and technology, people have been finding ways to broadcast their desires and find connections that might have otherwise eluded them.

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