Tinder’s ad strategy, future plans - and why it’s not a social network

This event report looks at the rise of dating app Tinder and its founder's aspirations to be more than just another social network.

Tinder's ad strategy, future plans – and why it's not a social network

Joseph CliftWarc

It's the dating app that's a genuine, breakout success, with 50m users in 196 countries. Now, Tinder is experimenting with brand partnerships, and serving ads to users, as it aims to monetize its service.

Sean Rad, Tinder's co-founder, told an audience at the Cannes Lions International Festival of Creativity that this initiative is going well. Speaking with Neil Dawson, chief strategy officer at SapientNitro, the digital agency network, Rad also argued that Tinder was growing into something far bigger than just a dating service...

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