Is this the Most Insensitive Banner Ad Targeting?

Our thoughts and prayers go out to the families and those affected in the KC Chiefs community.

Generally, at VIRURL we like to poke fun at banner ads and how ineffective they are. Today, while reading The Guardian I noticed the most insensitive banner ad targeting I had ever seen. I had to do a double take.

insensitive

Do you think this was a bad coincidence? Or is Fab targeting based on keywords such as fatal, etc? That would be really dark. Comment below.