Just a few questions about this: How would users like an advert? How would you aggregate the data and determine the amount of likes on an ad being more of a factor in bidding than price? (This would probably have to be used in an algorithm similar to Google's Quality Score). Also, considering that about 4% of Facebook users interact with ads, and less than that on other sites, how viable would this idea be?
I didn't actually think about it like this. People wouldn't like an advert, they would "like" something they just purchased or intend to purchase (like a phone or a movie ticket).
Once they do that, their friends will see it and could go to the same site to do the same action (i.e.: buy the ticket themselves).
I don't think store owners will need to bid on ads, because they are not competing with anyone, and looking at it this way, I guess it's different than what you would call an "ad network".
