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Very few advertisers would want their content associated with a tragic news story like that. Not so directly as on a page with just that story anyway. During a national news cast? Maybe later in the program.

Tagging for the negatives is almost always more important than the positives.

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Who tags though, publishers? I mean, you're right; I'm not being a contrarian for the sake of argument.

Contextual targeting probably will have a more interesting pitch in a post-third-party cookie Internet, but it's not going to be _the_ solution. There are already proposals for targeted advertising that may be more compelling/cheaper-to-implement, see TURTLEDOVE: https://github.com/WICG/turtledove.

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