I think it might be useful for online advertisers to develop anti-tags for all of their ads. These anti-tags would tell a certain ad not to play if it relates to a story in a certain untasteful manner.
For example: I wouldn't advertise the speed of my internet service as being so fast that it burns everything -in a story about a fire that is spreading so fast it is burning everything. I know of about 220 people that wouldn't appreciate the analogy.
Just throwing that out there.