How the New York Times keeps tragedies ad-free

I was looking at the HTML source of a recent New York Times story about a tragic plane accident—150 people feared dead—and noticed this meta tag in its head:

<meta property="ad_sensitivity" content="noads" />

There are no Google results for the tag, so it looks like it hasn’t been documented, but it seems like a pretty low-tech way to keep possibly insensitive ads off a very sensitive story—an admirable effort.

via How the New York Times keeps tragedies ad-free – parker higgins dot net.