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Nothing on the idea of brand safety? Ultimately, this will look bad on Apple as a brand as they are the advertiser. Thousands of impressions can run through the servers in a few minutes but Apple and their buying agency should be implementing technologies that can avoid this. If their creative involves divers with an iPad, they should avoid serving the ad next to content with the word "Malaysian Airlines" or "ocean" amidst all this news. Technologies like these exist today from third party measurement firms like comScore. It is even more critical when you are spending premium dollars to get such a large format ad on a premium publisher.