AD AGE - Mar 21 - Match historically spends about half its revenue on advertising to bring new users. They added 5.4M paying members in 2009 and 6.9M in 2010. Usernames are why dating sites can't grow on their own, like social networks. They have to grow by advertising. So where does Match go to buy ads? - Facebook. A social network. The Social Network. Barry Diller says Match just can't get enough of Facebook ads. To Match's credit, it's not like they haven't tried to grow "organically." Notable experiments include a mobile dating service called MatchMobile and a 2007 attempt to integrate with Facebook, called it Little Black Book.