DIGIDAY - Oct 29 - Tinder is going to sell programmatic advertising using Google's ad tech. Advertisers will be able to buy impressions from the ad server at a fixed price with programmatic guaranteed deals or buy from private marketplaces. Tinder is testing the partnership now and plans to roll it out by the end of the year, said Peter Foster, GM of global advertising and brand solutions at Match Group. The move is similar to one Tinder launched with Facebook last year to sells ads on the social network’s in-app ad network. Unlike Google or Facebook, Match Group's business isn't ad-driven - ~3% of revenue came from ads in the Q2 2018. The rest came from paid subscriptions.