The advertising industry has used technology the “same way bankers did in 2008” to perpetuate a false market of consumer demand, according to PricewaterhouseCoopers (PwC) partner Leo Johnson. Speaking at Advertising Week Europe today, Johnson said: “I’m talking about advertising that is based on real-time bidding, native advertising, content farms, click farms, that is based on trying to squeeze more out of a dry flaking sponge that is unsaturated in the demand for people that will buy more stuff."