Raaj Kapur Brar runs a small but successful empire of online fashion magazines from his base just outside Toronto. Some of his titles are huge online brands, such as Fashion & Style Magazine, which has 1.6 million Facebook fans. Fetopolis' titles post a constant stream of new pictures and fashion ideas, his followers love them, and he gets money from clothing labels to push content. A review of emails from Facebook, ad campaign dashboard screengrabs, and billing records show a confusing, acrimonious dispute in which both sides believe the other acted badly. To be fair to Facebook, this is the advertising business â€" the company can guarantee exposure but not results. Facebook's analytics said the campaign sent him five times the number of clicks he was seeing arrive on his sites, which Brar was monitoring with Bitly, Google Analytics, and his own web site's Wordpress dashboard. Worse, after just a few days of running the campaign â€" at a spend rate of up to $100,000 a day, the kind of budget that Macy's or Walmart might devote â€"  it became clear that the revenue being generated by the campaign would never pay for the ads. Normally, an advertiser would be pleased at such a result, but every time Brar checked a sample of the new fans he found people with dubious names; a picture of a flower as a profile shot; and fewer than 10 friends â€" classic signs of a fake profile. When you run an ad, people operating fake profiles will click on the ad and like your page simply to make their own fake profile look more genuine, as if it is being operated by a real person. Often based in Asia, click farms exist to defraud legitimate advertisers by delivering vast numbers of cheap clicks that would otherwise not occur. Directly, through fraudulent clicks on their ads; and indirectly, when click farms try to camoflage their fake user profiles by clicking randomly on whatever ads are targeted at them. In its annual report, the company said that only about 0.4% - 1.2% of all active users are abusive accounts that create fake likes. [...] Brar began disputing his bill with Facebook. Facebook is different from the rest of the online ad industry, which follows a standard of allowing click audits by third parties like the IAB, the Media Ratings Council or Ernst & Young. Because we're losing money here right now.