ADVOCATE – Sep 3 – Gay dating app Scruff has removed all programmatic advertising; it also no longer requires users to list their race or ethnicity. The first change means that Scruff will not display third-party ads from companies like Google's AdMob and Twitter's MoPub. These ads are automated by targeting specific demographics like the gay community, using data provided by the app. Instead, Scruff's advertising will focus on partnerships with LGBTQ nonprofits, health, and advocacy groups, as well as lifestyle and travel companies. In terms of the second change, Scruff will now only require users to share their name, email, and birthday – ethnicity and all other profile fields are optional.
by Daniel Reynolds
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