Right but your example is still intentionally bad, no one is going to put an inaugration t-shirt ad as the contextual ad for a news article. An ad on a general

Right but your example is still intentionally bad, no one is going to put an inaugration t-shirt ad as the contextual ad for a news article. An ad on a general news site can be related to the preferences of the readership of that paper, like how it always worked in print. Or it can even be targeted based on information about you that is gathered first-party, from the patterns in your use of the news website.