What’s happening with Google and FB now is a typical consequence of a distortion in the free market. The problem is that the service is not paid by the user, but by a third party: this is not correct on the free market point of view, since the user and the client are different persons or organizations with different objectives.
The users are the people that uses the service at no cost, while the client is the one that makes the adverts, the access to the data and so on.
On the other side, the services they are offering, besides being free, are important from the user point of view, that in general likes the fact that those services are helpful for his activities or only for pleasure
Exactly the same happens with commercial television and other service offered to the user free of charge.
This is the problem: how to solve it?