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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.

Because online dating takes place in virtual space, it is possible for profile information to be misrepresented or falsified.

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.

While some sites conduct background checks on members, many do not, resulting in some uncertainty around members' identities.

For instance, some profiles may not represent real humans but rather they may be fake "bait profiles" placed online by site owners to attract new paying members, or "spam profiles" created by advertisers to market services and products.

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