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The popularity of Spark Match took off and it was launched as its own site, later renamed Ok Cupid.

In 2001, they sold Spark Notes to Barnes & Noble, and began work on Ok Cupid.

) is an American-based, internationally operating online dating, friendship, and social networking website that features multiple-choice questions in order to match members.

It is supported by advertisements, by paying users who do not see ads, and by selling user data for data mining.

Spark Match debuted as a beta experiment of allowing registered users who had taken the Match Test to search for and contact each other based on their Match Test types.

In May 2016, a team of Danish researchers have made publicly available the "Ok Cupid dataset" project, containing (as of May 2016) 2,620 variables describing 68,371 users on Ok Cupid for research purposes (e.g., for psychologists investigating the social psychology of dating).

In December 2017, Ok Cupid rolled out a change that would require users to provide their real first name, in place of a pseudonym as was previously encouraged.

A-List (paying) members see no advertising and have more filtering options and preferential placement in an "A-List Matches" section of search results.

A-list members can also browse openly while choosing whether or not their profile is displayed to those they visited.

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