MINYANVILLE - June 28 - Launched in 2007, AYI was one of the first dating applications on Facebook. Today, the app has 20 million Facebook-connected profiles. Thanks to Facebook's mobile ad apps launched last fall, the dating site is expanding further, particularly into mobile. Mobile is currently AYI’s fastest growing segment, with the Android app debuting in April (61,000 downloads as of June 11) and with the company’s iOS app getting a major overhaul last month (4 million downloads). Mobile logins account for 15% of daily AYI logins, but nearly one-third of new users are on mobile devices. Facebook’s Mobile App Install Ads tool also allows AYI to optimize the way it acquires new customers down to specific details. Explaining that process with an example, Cliff Lerner, CEO of Snap Interactive, the owner of AIY, said: "What this tool allows us to do is literally say: We want to [reach] a 30- to 40-year-old female who lives in New York City who's on an iOS device, and it will tell us how much it will cost, how much we’ll pay [to reach] that user. Not only that -- you can take that to a whole other level; we want to target the same user, but also only if they like the Tar Heels." AYI does not release official statistics about the effectiveness of its dating services, but the app does have 3.3 million likes on Facebook.