A path ads could take that seems like it would both be more ethical and more profitable, yet I don't see happening: actually get direct consumer feedback!
I like the concept of targeted ads showing me things I enjoy and am interested in, but empirically, they're not very good at it! Maybe it's because I use an adblocker most of the time, but even on my phone, ads are reliably uninteresting to me, and I think the fraction that I click on or update positively towards the company from must be far below 1%.* So why don't advertisers have an option for me to say... (read more)
You could pick many plausible metrics (number of matches, number of replies to messages, number of dates, number of longterm relationships) but it seems unlikely that any of them aren't impacted positively for most people in the online dating market by having better photos. Do you have reason to think that two reasonable metrics of success would affect the questions raised in this post differently?