Facebook, like Google, uses a bidding system and expects the free market to compensate for invalid clicks/impressions. This should theoretically work - adverti

Facebook, like Google, uses a bidding system and expects the free market to compensate for invalid clicks/impressions. This should theoretically work - advertisers should be bidding lower since the clicks/impressions are worth less. However, unnatural market forces, like companies that are (at least for a while) willing to lose money on their their advertising continue to drive unrealistic pricing for their advertising. As long as Facebook can continue to convince new advertisers to try their system, and (perhaps more importantly) keep brand advertisers measuring ROI in terms of Likes instead of cash, prices will remain unnaturally high.