Adsense Breakdown

May 12, 2014

Its coming up on 8 years ago in a few weeks now since I posted a cheque for 900k for 2 months of adsense revenue.    I’m going to post the history of adsense from the day I added adsense to the site so that there is some context to how POF went from 1 pageview to billions.   Keep in mind by the time 2006 rolled around this was one revenue stream of many.    After I posted that cheque the site really exploded,  3 years later in May 2009 when I hired my first developer the site was  doing  2.2 Billion pageviews a month and we are over 10 billion a month today.    

Thinking back now I am amazed I was able to do what I did.   I spent at least 2 to 3 months of every year traveling,  and during this time there where insane scaling issues.  But somehow I still managed to create the largest dating site in the world without a single employee and travel the world!

I constantly hear from people that the cheque i posted back in 2006 inspired them to start a company,  I hope that this will continue to inspire people and for people to see success is not instant, it does take a little while and when you have a extremely successful company this is what the month by month looks like in the early days.

Click on the image to see the original adsense screen shot.



Texas Attorney General Greg Abbott blocks our Acquisition of

October 17, 2013


Who in their right mind is going to buy a dating site with 43 million members  if  you are not allowed access to those members ?   Or for that matter anything that may be defined as personal identifiable information.      This would be like buying twitter but you don’t get access to twitters users unless they agree to the sale.

“True Beginnings sought permission from the bankruptcy court to sell its assets — including the membership database and all information provided by’s customers — to a Canadian-based online dating service. In the court filing objecting to the membership database sale, Abbott argues that the bankruptcy trustee must first give’s members an opportunity to object to the sale of their personal information. True Beginnings has stated that it merely intends to notify members via email that their personal information has been sold.

However, the proposed email notice does not ask customers to first approve the transfer of their sensitive data. Under the current transfer process, to which the Attorney General objects, data will be transferred unless the customer takes direct steps to opt-out. The Attorney General seeks approval for customers to be allowed to opt-in by having them express approval for the transfer of their personal information.”

Match really needs to step it up a notch.

February 19, 2013



10 years since POF blew up!

February 12, 2013

10 Years ago this week I rewrote Plentyoffish to use and it exploded a in size a few weeks later and kept on going.

Back in 2003 I did many innovative things.   Some of the things that I did back than totally changed the industry

1.  Introducing the concept of a  image strip of profiles.
2. Allowing you to restrict what kind of people could contact you.
3. First site to use behavioral matchmaking and actually trying to predict relationships.
4. User hosted singles events at a large scale.

Its hard to imagine these days a dating site and especially a free dating site that doesn’t do at least several things on that list,  back than these were revolutionary concepts in a very young industry.    There are also a lot of things I did that failed. One of the things I did in 2004 was add blogging to dating profiles, it sounded like a good idea at the time  but the problem is most users just create profiles and than never want to edit them.     Probably the biggest feature I never got right was date night, its the exact same concept as  but they came along much later executed much better on it.    On pof you could just post to everyone in your area for a date on friday night.

Now after about 2006  we stopped being innovative in terms of what a consumer saw,  the problem was that every time we did something that made a difference  it would be copied by competitors in a matter of weeks.    This would have a major impact on our growth because their network effects would increase more than ours,  ie we weren’t the biggest yet.    Its at that point I started focusing on innovating in the backend and sticking to making huge improvements in retention and virality.   The improvements on  retention and virality also had a much bigger payoff.

For the next 10 years we are going to be a lot more innovative again and hopefully redefine the industry once again.

2 Million Active Daily users in the US.

February 7, 2013

There are so little traffic stats out there for dating sites, so i’m going to put out a few.

The average age of a active daily user has fallen to 35 years for us,  from 40 in 2009.

Here are what our stats currently look like in our 3 biggest markets,

2 Million active daily registered users in the US
550,000 active daily registered users in the UK
450,000 active daily registered users in Canada

There are a lot of very misleading stats about the dating industry out there.   The Online Dating industry in the US is not a billion dollar industry.   The combination of revenue from US users received by, Eharmony, Spark networks and other major dating sites does not add up to 1 Billion.    To get to a billion plus Offline matchmaking and adult dating sites are tossed into the mix.   Match has 1.1 Million subscribers in the US,  Eharmony 500kish,  spark networks at 200k maybe if you toss in the other 1400 dating sites in the US you come to 2.5 Million paying online daters out of a singles population of 100 Million in the US.

POF takes 67% of mobile dating market share.

January 6, 2013

Comscore has a new report out that tracks companies mobile APPS. Evidently POF has 67.5% of time spent on all dating apps and 50% market share in terms of daily visitors for the month of November 2012 in the United States.


We’ve been keeping a pretty low profile the last year, most of the time and effort has gone into scaling the site. Our users are now exchanging up to 30 million messages a day on the site and that causes a lot of problems.   In the past 12 months we’ve replaced every database server, every web server,   every storage device, and every piece of networking equipment.     This month we will be building out our CUDA cluster to have 147,000 GPU cores to allow us to better predict who you will date.

November 3, 2012

I’d say they are guaranteed to see a large number of lawsuits all around the world now including the US.

There are only a handful of dating sites in the english speaking world that have more than 30 employees.  Global personals had 30 full time employees working on fake profiles according to channel 4.   My experience in the industry leads me to believe this  kind of behavior seems to be unique to a couple of bad apples based in the UK,  the only real surprise is that it was covered up for so long.

Watch video here.

Digital 100, most valuable boot strapped company.

October 4, 2012

We made business insiders top 100 private tech companies again this year.   Of that list Plentyoffish is the only boot strapped company.   I also dont see any that had just a single founder.   It amazes me after all this time  I have still ran the company as the solo shareholder/solo employee for longer than i’ve run it with employees.    I got to 10 million + users without hiring a single employee.

When i first started I didn’t know what vc’s where and by the time I did there was no need for them.   I started out by just trying to make enough money so that everything paid for its self while doing my day job.  When the site started getting bigger I taught myself Marketing,  business development,  product stuff and everything else under the sun you would normally hire people for.  What i’d learned very early on was it didn’t matter how good you were in any one area what mattered is how good the entire system functioned.    Lets say you are great at marketing but your landing pages suck,  there is no way you are going to get anywhere unless you fix those landing pages.

Raising a ton of money is often a very bad thing for companies,  what people fail to realize is when you bring in a lot of people each one of them impacts the product because of things they do on a day to day basis.   When you have only 1 or 2 people working on the product from start to finish its very easy to know where stuff is going right or wrong,  its also very easy to identify what is driving growth and to what extent.   Lets say you have  10 people,   all it takes is a single person making a tiny change and not telling anyone else or making a completely unrelated change.     The end result is you see virility dropping for what seems to be no reason  or the site just isn’t performing the way it used to and no one knows why.     I say if you need to raise money do it after the product is figured out,  or  have as few people as possible working on product up to that point.    If you don’t have the product figured out and you just throw people at it to figure it out  it will cause nothing but problems..    If something is built by a big team there won’t be anyone that has the deep domain knowledge of how and why things work.  Bits and pieces of that knowledge are going to be spread across the team…

POF passes 100M weekly messages, 2 Billion Pageviews/Week

April 18, 2012

Messages Exchanged by POF users have grown 67%  since Jan 1st to 100 Million last week.       Pageviews are around 2 Billion per week,  putting us over 100 Billion Pageviews a Year.

This graph only includes messages exchanged via the site and excludes chat messages.

Scaling is not very fun these days.

Another US lawsuit…

February 29, 2012

We have previously been sued in the US for using decimal numbers and another time for Matching people… It seems that we are now getting sued because someone somewhere on the internet ran an Advertisement for using an image they did not have rights to. Our only involvement in this case happens to be that one of the places this marketer ran their ads was on

I am pretty shocked this lawsuit was even filed -does this mean every Adsense publisher,  newspaper or website can now get sued for the contents of the ads that appear on their websites?