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Online Personal Ads or Internet dating and relationships is a dating system which allows individuals, couples and groups to make contact and communicate with each other over the Internet, usually with the objective of developing a personal romantic or sexual relationship. Online Personal Ads usually provide unmoderated matchmaking over the Internet, through the use of personal computers or cell phones.

Online Personal Ads generally require a prospective member to provide personal information, before they can search the service provider's database for other individuals using criteria they set, such as age range, gender and location. Most sites allow members to upload photos of themselves and browse the photos of others. Online Personal Ads sites may offer additional services, such as webcasts, online chat, telephone chat (VOIP), and message boards. Some online personal ads sites provide free registration, but may offer services which require a monthly fee. Other online personal ads sites depend on advertising for their revenue.

Many online personal ads sites are broad-based, with members coming from a variety of backgrounds looking for different types of relationships. Other online personal ads sites are more specific, based on the type of members, interests, location, or relationship desired.

United States residents spent $469.5 million on online online personal ads dating and relationship sites in 2004, and over $500 million in 2005, the largest segment of "paid content" on the web other than pornography, according to a study conducted by the Online Publishers Association (OPA) and comScore Networks.

At the end of November 2004, there were 844 online personal ads websites sites, a 38 percent increase since the start of the year, according to Hitwise Inc. However, market share was increasingly being dominated by several large commercial services, including Yahoo! Personals, Match.com, and eHarmony. By 2007, many prominent studies show that Baby Boomer interest in online online personal ads dating and relationships had soared.

Most recently, it has become common for online personal ads dating and relationship websites to provide webcam chats between members. In addition, as the online dating and relationship population becomes larger, sites with specific demographics are becoming more popular as a way to narrow the pool of potential matches. According to online personal ads expert Mark Brooks, online dating and relationship sites are adding features including handwriting analysis to match like-minded mates.

The role of social networking services in online online personal ads dating has been explored in a book dedicated to the subject. The findings of the study reveal that the online personal ads dating and relationship services driven by subscriptions offer the least amount of social networking opportunities, as they often only utilize the personal homepage genre of online community, which only makes them effective for the bonding and encoding stage of the relationship. The online personal ads dating and relationships services modeled on the free-at-the-point-of-use model scored much higher as many of them utilized the Circle of Friends social networking method and a wider number of online community genres. The highest scoring dating and relationships service was Facebook, which uses the personal homepage genre, the message board genre, the weblog and directory genre, as well as utilizing the Circle of Friends. The second highest scoring, Second Life utilizes virtual worlds, message boards, chat groups and profile pages to allow people to contact in a three-dimensional environment.

As of 2008 a new variant of the online personal ads dating model has emerged in the form of introduction sites, attracting a large number of users and significant investor interest. As opposed to the traditional personal ads dating and relationships model where members have to search and contact other members, introduction sites introduce members to other members whom they deem compatible, thus claiming to eliminate much of the mayhem of traditional online personal ads. Although the two introduction services operate vastly different from each other and offer different features, both claim to be more effective than traditional online personal ads.

From a marketing standpoint, online personal ads websites have a lower advertising budget, and therefore rely almost entirely on word of mouth. This is something not easily attained since members of dating and relationships sites in general consider it their private matter, thus hindering free online personal ads websites from becoming viral as compared to social networking sites.

There are some online personal ads dating services that claim to offer free registrations and search, but which are not truly free online dating service if they charge users to communicate. True free online personal ads dating services also offer free communication and generate revenue solely from advertising.