'We matched an older brother with his younger sister': The rocky 1960s origins of online dating

In 1966, the BBC's Tomorrow's World aired a segment about a unique party in New York City that was organized by a new electronic dating service called Tact, which stands for Technical Automated Compatibility Testing. This event attracted around 2,000 singles who were eager to explore this modern method of matchmaking. The concept of personal ads is not new; in fact, the first known personal ad in New York was placed in 1788 by a man known only as 'AB. ' He was searching for a woman who was under 40 years old, not deformed, and had at least one thousand pounds. He described himself as 'a young gentleman of family and fortune. ' This ad can be seen as the precursor to today's dating apps like Tinder. While we do not know if AB received any responses, nearly 200 years later, New York was home to a groundbreaking approach to dating – computer matchmaking. Tact was created by Bob Ross, a computer programmer at IBM, and accountant Lewis Altfest. They launched Tact in 1965, initially targeting the Upper East Side of Manhattan, but it quickly expanded throughout the city, attracting thousands of participants eager to find love through technology. To join, individuals had to pay a fee of $5 and complete a detailed questionnaire. This questionnaire was designed to match people based on three key factors: socio-cultural background, opinions and values, and psychological traits. The information gathered was processed by a computer, which then provided potential matches of the opposite gender. At that time, same-sex dating was not an option. Bob Ross emphasized that Tact was not a lonely hearts club or a marriage brokerage service. He described it as 'a new fun way of meeting new people. ' The service was open to anyone aged 18 to 45, and participants had various motivations for joining. Some were simply looking to meet new friends, while others were interested in dating or even finding a long-term partner. The questions on the Tact questionnaire were developed with the help of psychologist Dr. Salvatore V Didato, who recognized a significant social need for services like Tact. He criticized other dating services for only matching people based on basic criteria such as age, sex, and religion. Tact's questionnaire went beyond these simple factors by including a range of statements that respondents had to agree or disagree with. For instance, one typical customer might respond 'yes' to statements like 'I worry over my relationships with people' and 'I enjoy people who express affection freely,' while answering 'no' to 'Most of the time I act as an independent. ' While Tact was at the forefront of a technological revolution, it was not the first computer-aided dating service. The creators were inspired by Operation Match, which had been started earlier that same year by Harvard students. They had to rent a computer for $100 an hour to run their service, which quickly gained popularity among students who submitted their questionnaires. Jeff Tarr, one of the co-creators, recalled, 'You thought the computer was god, and the computer knew all. ' Interestingly, Tarr's daughter would later marry one of the founders of Match. com, one of the first internet dating sites. The computer provided a sense of reassurance; instead of relying solely on chance to find a partner, individuals could be matched with someone compatible through an algorithm. The 1960s were a time of significant change in society. The civil rights movement and the second wave of feminism were gaining momentum in the United States, and social norms were evolving rapidly. The introduction of computers coincided with a more permissive society. By 1969, the concept of computer dating had become mainstream enough to be featured in popular culture, including a storyline in the supernatural sitcom Bewitched. In one episode, Samantha's cousin Serena, played by Elizabeth Montgomery, signed up for a computer dating service to find a mortal husband, only to be matched with a warlock instead. Bob Ross himself found love through Tact, but not through the computer; he married a journalist who interviewed him about the project. The thousands of customers who flocked to Tact signaled a shift away from the more formal courtship practices of the early 20th century and towards a more modern approach to dating. However, these early computer matchmaking services faced challenges that limited their longevity. While some individuals successfully found their ideal partners, the services were primarily aimed at middle-class college students and graduates, which restricted the pool of potential matches. Additionally, the system was often inefficient, with weeks passing between the submission of a questionnaire and the receipt of matches, which had to be contacted by phone or mail. Tact organized parties to help people meet in person, but even these events could be awkward. The BBC's report noted that a public relations man at one party struggled to get the event started until after dark, despite offering a prize for the most compatible couple. The questions on the Tact questionnaire also had their shortcomings. In addition to basic demographic and attraction-related queries, the form included options in the 'dislikes' section such as 'homosexuals' and 'interracial couples. ' The questionnaire also played into stereotypes, with men asked to rank women's hairstyles while women could specify where they would like to find their ideal man, such as chopping wood or painting in a studio. Although the creators were proud of their detailed 'three levels' of compatibility testing, their efforts did not always yield successful matches. Bob Ross admitted, 'We matched an older brother with his younger sister,' which did not end well. He also mentioned that they received feedback from several clients who were not satisfied after their dates. On Tomorrow's World, one potential client questioned Dr. Didato about the reliability of the matching computer after a disappointing experience with another service. She had specified an age limit but ended up being matched with someone 20 years older. Despite the quaintness of Tact, Operation Match, and similar services today, people continue to use technology to find love. From the early personal ads in newspapers to video dating services and online dating platforms, technology remains a significant factor in romantic connections. According to recent statistics, one in ten people in the United States who are in a relationship met their partner through online dating. It appears that when it comes to matters of the heart, people are always eager to embrace the latest innovations.