It's about he difficulty of brands coexisting with news content. Traditional content-based and even remarketing ads are risky to run against news articles. To

It's about he difficulty of brands coexisting with news content. Traditional content-based and even remarketing ads are risky to run against news articles. Too many of them are depressing or controversial-- nobody wants to accidentally advertise cheap flights next to a plane crash article, or anything opposite a polarizing political piece. The chumbox advertisers, being nameless arbritrage affiliates or fly-by-night sellers, have zero brand equity. They have very little to lose if they accidentally get their ad running against the wrong message.