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“The most significant change that I’ve seen is how competitive the market is. It’s getting very competitive and it’s not going to stop any time soon.” AK also pointed to the growth of mobile traffic, which in some places accounts for more than 50 percent of the pie.
“Monetization of mobile traffic is actually harder than it is on desktop for site operators,” AK said. Now a lot of dating operators are actually putting ads on their members area.” AK said that going forward, “The way I see it there are only going to be a handful of big media buyers who are able to monetize what they buy.” Interestingly, AK noted, “the majority of live cams traffic is deemed to be converting really well.” “A lot of the big companies have cam solutions,” he said, adding the average lifetime value of a dating site user comes in between $120-$150, whereas a live cam customer is in the $400 range.
The online dating industry is evolving along with today’s tech-driven hookup culture, creating a new era of opportunity for adult entertainment to flourish.
Adult dating sites continue to be profitable in spite of recent challenges, but executives navigating the space say it’s imperative to make adjustments going forward.
“Together we will be taking Dating Factory to a whole new level in the near future,” she added.
“I am excited about every single bit of that process and what it will mean for our partners and affiliates.” Bako Kaye, the founder and president of the invite-only ad network Etology, said that his firm specializes in monetizing the members areas of dating sites.
“If somebody joins our network, we make sure we perform,” said Kaye, who launched at the Internext Expo in New Orleans in May 2014. We make sure we optimize the traffic to the maximum.
We have account mangers for each client to maximize how the clients run their ads.