Ad placements confound Web firms

Ads for knockoff Louis Vuitton bags pop up on the luxury retailer’s official Facebook page. A Toyota ad shows up on a news article about a car crash. Or an ad for Dove promoting women’s “Real Beauty” shows up on a Facebook page glorifying domestic violence. Over and over again, the perils of digital advertising have left tech giants such as Facebook, Yahoo and Google torn between the needs of advertisers and their obligations to their users. Striking the right balance between advertisers and use...

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