Some major household names in the digital advertising world have been reducing their programmatic buys in the name of brand safety, according to a new study released today by MediaRadar.

The consulting group found that approximately one-third of digital advertisers reduced their programmatic ad spend from 2017 to 2018.

Walmart and Spotify each pulled back their buys by 52 percent, and Honda reduced theirs by 50 percent.

Though the MediaRadar study suggests that brands are fleeing the world of programmatic buys in response to those kinds of grisly situations, the truth is a bit more nuanced.

Rather than eschewing programmatic buys entirely, Jason Kint, CEO of trade organization Digital Content Next said brands are switching gears from public ad exchanges to their more privatized counterparts where brand safety blunders are less likely to happen.

“These kinds of big American brands are sensitive, and they’re moving their dollars.”

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