ADEXCHANGER - Aug 27 - When the gay dating app, which now has ~12M users, first came on the scene in 2010, its monetization strategy could pretty much be summed up in one word: AdMob. But in January, the Grindr competitor decided to remove all its banner ad slots and stop selling its inventory programmatically. Today, subscriptions and in-app purchases make up ~80% of its revenue, and a direct ad sales team is responsible for rustling up the remainder. Some brands shy away from dating traffic, citing brand safety concerns, which makes it tricky for Scruff to monetize with advertising.
by Allison Schiff
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Summarized by the IDEA team
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