Well here's a truly unfortunate ad placement. Right above the headline "Malaysia Says Jet Went Down in Ocean" on today's New York Times homepage, readers saw a large animated ad with divers using the Apple iPad Air underwater.

"See the unique ways people are using iPad around the world," notes the ad's closing headline, which lingered onscreen for several minutes above the update on missing Malaysia Airlines Flight 370. The ad was up for about two hours this afternoon before appearing to be removed around 3:30 p.m. Eastern.

Click here to see a full-sized version of the ad placement.

Well, this is an unfortunate ad placement on @nytimes.com right now: pic.twitter.com/PfsTBOcc2w— J. Carleo-Evangelist (@JCEvangelist_TU) March 24, 2014

Rather unfortunate ad placement on the @nytimes homepage… pic.twitter.com/PbEhn9RcKo— Rosa Golijan (@rosa) March 24, 2014