Tinder is getting down to business.

The dating app now allows users to include education and job information on their profiles – data that could help the company expand beyond the dating industry.

The West Hollywood company also said it has improved its matching algorithm and changed its messaging interface, allowing users to better organize their inbox.

Known for its simple interface in which users are matched when they mutually like each other by swiping right on their cellphones, Tinder has been adding features of late. Last month, it unveiled Super Like, a feature that lets users tip off a potential mate once a day that they are especially interested.

Tinder said it sees job and education information as another way to better connect users.

“The addition of job and education detail to profiles provides extra context and will enable users to make more informed choices when deciding who to swipe right on, leading to even better matches,” the company said in a statement.

As a user comes across others with similar backgrounds, the app highlights commonalities and pushes them to the foreground of the screen.

Going forward, this type of information could help Tinder expand into business networking, a goal that Chief Executive Sean Rad has said he is keen to do. Last month, Tinder helped launch a networking app for all past and current members of Forbes’ 30 Under 30 list. The app included a member directory, a social platform to share links and ask questions as well as a messaging feature.

“Tinder connects tens of millions of people every day, and it’s exciting to see our technology used for business networking,” Rad said to Forbes.

Tinder wouldn’t be the first L.A. dating company to try to parlay its mate-matching skills into the business world. EHarmony of Santa Monica beta-launched Elevated Careers in August, a website that uses systems and algorithms developed by the dating site to better match job hunters with careers they love.

Double Dip

Advertising data and purchasing platform VideoAmp of Santa Monica has raised a $15 million Series A round.

The company’s platform supplies digital and TV targeting data and facilitates advertising buys across television and online video platforms simultaneously. As ad buying slowly shifts away from television spots toward online video, VideoAmp is trying to smooth the transition by serving both markets.

VideoAmp said its targeting software tracks 150 million people and about 1 billion devices used by them. Customers can buy advertisements across traditional TV, video-on-demand services, over-the-top video platforms, desktop, mobile and tablet videos. Usually, buying ads across those different media spots requires multiple platforms and data sets, but VideoAmp is positioning itself as a one-stop shop.

“Customers can use the platform to find audiences on (over-the-top video platforms) and social media that haven’t seen ads on television,” said Chief Executive Ross McCray.

By “cross-optimizing” advertising buys across platforms, McCray argues buyers can avoid duplication and waste.

VideoAmp’s team of 46 employees is mostly made up of engineers, said McCray. The new funds will be used to hire additional sales and marketing staff as part of a larger push to acquire customers.

VideoAmp’s Series A round was led by RTL Group with participation from prior investors Anthem Venture Partners, Simon Equity Partners, Third Wave Capital, Wavemaker Partners, ZenShin Capital, and new investment from Startup Capital Ventures. Founded in 2014, the company has raised $17.2 million in total.

Rebooting

Male-focused online media company Woven Digital of Culver City last week added Chris DeWolfe, chief executive of mobile-game company SGN, to its board. DeWolfe previously served as chief executive of MySpace, where he worked with Woven Chief Executive Colin Digiaro. Woven, which owns media sites Uproxx and BroBible, said it valued DeWolfe’s experience growing social media-driven content companies. SGN, which has raised $152 million in venture capital, is known for its mobile puzzle games Cookie Jam and Book of Life: Sugar Smash.

Don Thompson, former chief executive of McDonald’s Corp., has joined the board of artificial meat manufacturer Beyond Meat. Though Thompson was fired from McDonald’s in January due to the fast-food giant’s stagnant revenue, his connections and understanding of the restaurant supply chain could be a boon for El Segundo’s Beyond Meat, which is looking to sell more of its faux beef and chicken to restaurants.

Staff reporter Garrett Reim can be reached at greim@labusinessjournal.com or (323) 549-5225, ext. 232.

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