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“That data lets us optimize the site and the process for a number of variables,” Langston says.

The founder of a Toronto-based dating website for older women looking for younger men is accusing Google of sexism for labeling Internet ads for “cougar” dating sites as “non-family safe,” while ads for many sites promoting liaisons between older men and younger women remain “family safe.”Claudia Opdenkelder, founder of cougarlife.com, says she was informed this month by her Google account manager that the Mountainview, Calif.-based web giant is classifying ads promoting the concept of “cougar dating” — a la Demi Moore and Ashton Kutcher — as unsafe for family audiences, even if the ads contain no sexually suggestive words or images.

” — were running on millions of websites that outsource their ad space to Google.

Google spokeswoman Wendy Rozeluk denied that sexism plays any part in the decisions the company makes as to what ads it labels “non-family safe” or “adult.” Rather, she said the company has a list of words which trigger a review of the site and the ads before a decision is made.

e Harmony’s research team also conducts research on couples who met through the site.

e Harmony’s in-house psychologists and data scientists feed that information into machine learning algorithms that help match compatible users.

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Even if you choose not to have your activity tracked by third parties for advertising services, you will still see non-personalized ads on our site.At the same time, ads for so-called “sugar daddy” websites, such as arrangementseekers.com, a forum for older men and younger women to meet and which sports the slogan, “Get the arrangement you want…without the commitment,” continue to be labeled “family safe” by Google, according to Cougar Life’s parent company Avid Life Media.“It’s a huge double standard and I think women should just be appalled,” said Ms.Opdenkelder, 39, a self-professed cougar who has been dating a man 14 years her junior for two years.“Cougar Life was made for women …“People do end up on those sites looking for relationships, and we see that as our challenge,” says e Harmony CEO Grant Langston.Langston says users gravitate toward the “swipe friendly” dating apps because the services are “cheap and easy.” But Langston says there’s one thing Tinder and Bumble will never have on e Harmony: 16 years worth of rich data.Unlike the location-based dating apps, e Harmony’s matches are determined by a slimmed-down version of its original questionnaire—it now features 150 questions.