THE DRUM - Apr 17 - Hinge brands itself as the dating app that's 'designed to be deleted'. Justin McLeod, founder and CEO of Hinge, said the goal is to create an entertaining but ultimately effective user experience that takes people off the app and out on dates. "We don't use advertising...because that would be pretty antithetical to the way that we work," said McLeod. "If you run ads, then you need people to spend a lot of time on your platform so that you get a lot of ad impressions, and we're trying to get you to spend less time in the app." McLeod said he could see Hinge exploring brand partnerships that "deliver value to our users," but the app will "almost certainly" never sell ad inventory.
by Andrew Blustein
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