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Over 50% of research participants in a 2011 study did not view online dating as a dangerous activity, whereas 43% thought that online dating involved risk.Because online dating takes place in virtual space, it is possible for profile information to be misrepresented or falsified.Such companies offer a wide variety of unmoderated matchmaking services, most of which are profile-based.

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.

Niche sites cater to people with special interests, such as sports fans, racing and automotive fans, medical or other professionals, people with political or religious preferences (e.g., Hindu, Jewish, Christian, Muslim, etc.), people with medical conditions (e.g., HIV , obese), or those living in rural farm communities.

In 2008, a variation of the online dating model emerged in the form of introduction sites, where members have to search and contact other members, who introduce them to other members whom they deem compatible.

Most free dating websites depend on advertising revenue, using tools such as Google Ad Sense and affiliate marketing.