Doc Searls:

In fact the system probably worked in exactly the way it was designed to.
 
 In other words, the ANA’s programmatic buy wanted to place ads in front of readers who fit a certain multi-factor profile, and at least one of those readers showed up at Breitbart, where the ad was placed there specifically for them.
 
 See, if the ANA wants to hit, say, a typical Wall Street Journal reader with an ad, and the programmatic system finds that kind of reader on Breitbart, the system shoots an ad at that reader in Breitbart.