Last week I found a distasteful ad underneath a Guardian article about the sad death of cricketer Phil Hughes. It was one of this ‘native’ units that directs you to a similar article on another site. Like a typical middle class whinger, I expressed my dismay on Twitter.

Not the right ad for Outbrain to recommend in this Guardian article about Phil Hughes. pic.twitter.com/zv3m2AI5ug

— Jonathan Beeston (@beeston) November 27, 2014

What I didn’t expect is that Outbrain’s CEO would respond and take action less than 30 minutes later.

@beeston Ugh – absolutely agree… We’ll take it off ASAP. Thanks for the feedback. — Yaron Galai (@YaronGalai) November 27, 2014

I’m a big believer that company culture comes from the top. And while this is a small example, for the CEO to respond personally like this says a lot about Outbrain.