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The effort, "We Met on Cars.com" by R/GA Chicago, mimics dating-site marketing. is "where a labradoodle owner can meet their next hybrid," one TV spot states as it shows a woman walking her two dogs and fawning over a compact car pulling around the corner.
An ad tailored for social media plugs the site as "where a nudist can meet their topless," atop a picture of a convertible and a man enjoying the clothes-free life (have no fear, it only shows his face).
Then users are presented with vehicles and asked to "like" the ones they prefer.
Instead, the algorithm uses historical purchase data culled from Cars.com's 20-year archive to predict what other models might be suitable based on the user's criteria, as well as the shopping patterns of previous users.
Nine men (including Niko when he joins) and nine women show up on the site at a time.