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Posted by / 22-Dec-2017 15:42

She was promoted to her current post earlier this year, after former Match president Gregg Blatt was made chief executive officer of IAC.

Besides having the right résumé for the job, Ginsberg had enough experience in love to know that ­finding the right partner is tough., a site for Jewish singles, but kept coming up short.

But what you say and what you do can be different."Academics call this "dissonance".

"It's a theme that runs through social psychological literature," says Andrew Fiore, a visiting assistant professor at Michigan State University, who works on ­computer-mediated communication.

"We don't know ourselves very well on a descriptive level."The same is true for the millions of Match users, says Ginsberg, and she tried to incorporate dissonance into the algorithm.

"I might come in and say I'm looking for a nice Catholic guy between 30 and 40 who is non-married," she says.

"I brought over a bunch of people who I thought could help solve one of the most difficult problems out there, which is how to model human attraction," she says.

A key recruit was Amarnath Thombre, a soft-spoken engineer from Pune, India.

Petite, preppy and freckled, with long brown hair, Ginsberg was wearing sandals, tight black jeans and a loose blouse.

"But after weeks of looking at people, I might get an e-mail from a guy who has kids, and I might accept that. All that data goes into algorithms and affects who we put in front of you."To sort expressed ideals from actual desires, Ginsberg realised she would need some technical help.

After becoming executive vice-president and general manager of Match's North American operations in 2008, Ginsberg initially looked to her old employer, i2, for assistance.

His wife is also Indian, and they were introduced through family.

Yet Thombre says his experience at i2, where he spent years finding ways to move products around the country more efficiently, was perfect preparation for the online dating industry.

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It is a subtle shift, but one with profound implications.

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