However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.
Online dating services also differ widely in their revenue streams.
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.
Most services offer digital messaging, while others provide additional services such as webcasts, online chat, telephone chat (VOIP), and message boards.
Members can constrain their interactions to the online space, or they can arrange a date to meet in person.