SEEKING ALPHA - Aug 25 - Tinder has ~50M monthly users but only 2M are PMC. Match Group total PMC is 6M. Match Group revenue comes mainly from paying customers, indirect revenue from ads generates ~3% of the total revenue. Recently Tinder introduced a new feature that places ads with a similar format as regular user profiles. The ads appear among the deck of possible matches that the users swipe right or left. The ads are targeted for each user thanks to an agreement with Facebook and appear every 20 or 30 swipes or so. This feature will allow Tinder to monetize from non-paying users which represent the majority of the Tinder base.