Dive Brief:

• Marketers are embracing popular dating apps like Tinder and Grindr, as the dating apps open up their millions-of-users-strong databases to advertisers. 
• Tinder only recently turned to advertising, with Bud Light running the app's debut video ad last month. Now, Twentieth Century Fox is launching a campaign for its upcoming comedy Spy.
• The leading location-based dating app in the gay community Grindr has seen ad revenue grow by 65% in the past six months. Grindr CEO Joel Simkhai told Adweek the company is now "seeing most of our revenue coming from campaigns that are over $5,000."

Dive Insight: 

Dating apps are exciting to advertisers because they are popular and they come with actively engaged audiences. Unlike some other social apps, dating apps require real interaction -- swiping left (no) or right (yes) on Tinder for example. For Tinder, some brands embraced the app before ads were even available (that's how the Gap got in trouble for its pants party joke). But the interactive quality presents a real attraction for marketers looking to actively engage with consumers.