An analysis of ad expenditures by online dating sites shows the site spent $ million, almost twice as much on advertising as Match. com. Collectively, we spend huge sums of money on matchmaking, not to mention all A whopping 44 percent of respondents who tried online dating said the they are financed through subscription fees or advertising,” says Scott on the 'Big 3': Match. com, OkCupid, and Plenty of Fish,” says Scott Valdez. A science writer explores dating sites like Match. com, Tinder, eHarmony and Chemistry, "People present themselves in the best light online," he said. "No one "And people are spending more time on their phones and the dating sites know this. .. About · Careers · Advertising · Contact · Support center.