A study into US programmatic advertising found that such campaigns are declining by 12% each year. The survey showed that programmatic is losing out to native advertising, which continues to increase by around 74% annually. This change in behaviour is thought to be due to concerns around brand image, following recent controversy over some brand advertising appearing next to objectionable videos on YouTube. It is also noted by Business Insider that bigger brands are starting to value quality over quantity. One example of this is JP Morgan, which only saw a minimal decrease in ad visibility when it reduced the number of sites its ads appeared on from 400,000 to 5,000 in a bid for more control. The increase in native is expected to increase as well, since it has largely improved click-through rates.