Those clever little algorithms designed to pick up on words in articles and match a decent ad with it often backfire. The worst example is probably when Mercedes banner ads kept appearing around articles about princess Dianas death. It's been over a decade since and despite unlimited tweaking, these things still happen. In this article in a Norwegian newspaper the headline reads: "Steira is too thin to ski", as this athlete weighs less than the weight required to compete in Ryblinsk.
Underneath there's a banner announcing how to lose weight fast. Oops. Watch the bad banner in action here.