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# Context Matters, But Intent Matters More
- URL: https://www.medianexis.com/context-matters-but-intent-matters-more/
- Published: 2026-09-11T16:34:27.000Z
- Updated: 2026-09-11T16:34:28.000Z
- Description: Qortex CEO Zack Rosenberg says Nike ads perform four times better against cooking content than basketball. Agency Coegi used the platform to lift a B2B YouTube campaign’s completion rate from 14% to 40% by ditching intuitive placements.
- Author: Fabric.Media Editorial
- Tags: Ad-tech, Victoria McNally, CTV contextual audiences don't always perform best

**Why it matters.** Buyers who target CTV inventory on intuitive genre assumptions risk leaving performance on the table that content-behavior data can capture instead.

*Signal from* [*adexchanger.com*](https://adexchanger.com/?ref=medianexis.com) *·* [*Victoria McNally*](https://www.medianexis.com/tag/by-victoria-mcnally/) *·* [*read the original*](https://www.adexchanger.com/tv/for-ctv-and-video-the-most-obvious-contextual-audiences-dont-always-produce-the-best-results/?ref=medianexis.com)*.*