You're creating content for humans. You're buying ads to reach humans. The problem: a massive share of the "people" on the internet aren't people. And every marketing dollar you spend pretending otherwise is a dollar spent performing for machines.

In Episode 112 — the guest episode we've been teasing for weeks — Darris and Saad sit down with Kiran Patil, who spent seven years running cold email agencies, a white-label SaaS he later sold, a content agency built to engineer virality, and an ad-buying operation across the Middle East and North America. Now that he's out of the agency game, he's talking. We get into dead internet theory and what it actually means for a business owner's budget, the underground economies where engagement is bought and sold by demographic, the bot networks that governments and entire industries quietly run, and th ...