Digital advertising has a dirty secret: most of what you're paying for never reaches a human being. Dr. Augustine Fou is a world leading expert in digital ad fraud and has spent 20 years watching the internet fill up with bots, fake impressions, and dodgy metrics; and the advertisers funding it often know, but keep spending anyway. The incentives are too comfortable to disturb.

Sound familiar? Sport has built valuation models, rights deals, and global expansion strategies on fan numbers that deserve the same scrutiny. This conversation is about the mechanics of self-deception, and why the moment of reckoning may finally be arriving.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 500 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series and live events, you can reach us via the website.