I believe they have two tiers. The matches are useless marketing, but sometimes they show actual pre-approvals with decent odds of approval. Had a family member who was rebuilding get approved for the OLLO rewards mastercard even with several derogs and a fairly low EX8. He had the actual pre-approval showing on Experian.com instead of just a match.
[2/2019]
From what I understand, they are paid advertisements and will get a kickback if you apply through them.
It is interesting though the differences between the offers on there as opposed to the ones on the other credit sites like Karma, Seseme, etc. I remember before I apped for the CSP, Karma and Seseme told me "fair" approval odds. Experian suggested it as one of my best ones to be approved for. Turns out that it was a lot better than Karma and Seseme thought with their "fair" assumption. 
I've seen it on the flip side of things where they will rate something as "excellent" and then Experian will have it lower. I guess it's all in what kind of kickback they are getting as to how it ranks.