1. Facebook - obviously they benefit from higher CPMs in any country. I seriously doubt they would create fake profiles on their own system though (that would be fraud).
2. Like resellers/advertisers - A client comes to you and says they want tons of likes. While there are a lot of ways to work around this system, one obvious way is to generate fake profiles in countries where the CPMs are low, then target ads at your own bot army. You can sell the likes, generate the likes yourself, and profit. Otherwise you're waiting for quality people to like your page which as this article illustrates, is extremely costly. The bottom line: pay for cheap likes, receive cheap likes.
I should add that these malevolent actors in the system are beneficial in the short-term for Facebook (CPMs rise) but bad in the long-term. As genuine advertisers see their effective CPMs rise, the ROI decreases. This forces benevolent actors out...
1. Facebook - obviously they benefit from higher CPMs in any country. I seriously doubt they would create fake profiles on their own system though (that would be fraud).
2. Like resellers/advertisers - A client comes to you and says they want tons of likes. While there are a lot of ways to work around this system, one obvious way is to generate fake profiles in countries where the CPMs are low, then target ads at your own bot army. You can sell the likes, generate the likes yourself, and profit. Otherwise you're waiting for quality people to like your page which as this article illustrates, is extremely costly. The bottom line: pay for cheap likes, receive cheap likes.
I should add that these malevolent actors in the system are beneficial in the short-term for Facebook (CPMs rise) but bad in the long-term. As genuine advertisers see their effective CPMs rise, the ROI decreases. This forces benevolent actors out...