Insights Interview: Optimising Love & Revenue

In the ever-evolving world of mobile monetization, dating apps have carved out a unique space—blending performance-driven strategies with user-centric design. We sat down with David, Head of Advertising at LOVOO, to dive into how the popular dating app balances revenue optimization with user experience.

David shares his journey through mobile advertising, insights into LOVOO’s adtech stack, and the evolving trends that are shaping app monetization in 2025. From hybrid monetization to the growing role of AI, this interview offers a glimpse into how LOVOO stays ahead in one of Europe’s most competitive markets.

Hi David, please tell us a bit about yourself and how you got into app ad monetization? Originally from Melbourne, Australia, I moved to Germany in 2013 and have been working in mobile advertising since 2016. I started at Smaato before moving to adjoe, then joined LOVOO in 2020. As Head of Advertising, I focus on monetization and optimizing in-app revenue from mobile ads.

For Lovoo what’s your adtech set-up?

We use Applovin’s MAX for mediation, running both programmatic and direct-sold ads. Within MAX, we’re connected to all major industry players, along with a few custom SDKs. We monetize with all standard mobile formats: Banner, MREC, Native, Interstitial, RV, and Offerwall.

What are the key ad formats for dating apps?

At LOVOO, we monetize similarly to casual games, with interstitials and RV being our most impactful formats. However, we balance monetization with user experience by tailoring ad formats based on user segments and their journey within the app.

How much of your demand is performance vs brands?

We typically see a 60% performance and 40% branding split.

What are the key segmentations for Lovoo in order to optimise your ad revenue?

We’re focusing more on user segmentation to personalize the ad experience. Key factors include how long a user has been in the app and whether they’re a paying user. This helps us determine whether to take a more cautious or disruptive ad approach.

Post Q4 – what were your key analyses of ad performance during this crucial period?

Q4 performed well, and we saw a stronger-than-expected start to Q1, exceeding typical seasonal trends.

Dating apps share at lot of similarities in ad monetization strategy with mobile games – but what are the key differences?

The biggest difference is in ad formats. While there’s a significant overlap, dating apps rely more on MREC and native ads, which are less common in mobile games.

According to AppMagic, Germany is the number one territory for downloads and revenue, but revenue far outstrips downloads, can you share insights into the success of Lovoo in Germany?

Germany has always been a core market for LOVOO, with strong brand recognition and an engaged user base. Our success comes from a localized approach, effective monetization strategies, and a product that resonates with users. Additionally, German users have a high willingness to pay for premium features, driving ARPU above other regions.

What do you think are the most exciting trends emerging in app ad monetization in 2025?

AI-driven personalization is transforming ad relevance, while in-app bidding continues to improve efficiency. Interactive formats like playable and AR/VR ads are gaining traction, and with privacy changes, contextual targeting is making a strong comeback. Hybrid monetization models are also evolving, blending ads with subscriptions to optimize both revenue and user experience.