Publishers are buying Facebook traffic in a bid to keep ad prices low . Six publisher sources said they buy traffic to purchase insertion orders they wish to hit on their own , raise money through arbitrage , and promote new products . The rates they pay vary greatly , with one news publisher saying it typically paid less than $ 100 , while another publisher says it paid between $ 0.02 and $ 0.05 per click . Rates vary because a range of sources determine what Facebook charges publishers , and it adjusts fees in real time with its own formula .
Publishers are buying Facebook traffic in a bid to keep ad prices low. Six publisher sources said they buy traffic to fill insertion orders they fail to hit on their own, make money through arbitrage, and promote new products. The rates they pay vary greatly, with one news publisher saying it typically paid less than $0.01, while another publisher said it paid between $0.02 and $0.05 per click. Rates vary because a range of variables determine what Facebook charges publishers, and it adjusts fees in real time with its own formula.