Contextual Advertising Market: Qortex says contextual content beats obvious CTV targeting

A feature on Qortex (formerly CatapultX), a contextual video intelligence platform, argues that obvious contextual targeting in CTV often underperforms. Qortex CEO Zack Rosenberg cites internal research showing Nike ads perform better against cooking content than basketball. The platform, which pivoted from in-video ad experiences to content alignment, uses interaction data (over 5 billion interactions) to recommend content categories for ads. Coegi, a media agency, used Qortex to increase video completion rates from 14% to 40% on a B2B YouTube campaign by shifting from tech news to educational content. Qortex works primarily with the buy-side, as publishers often devalue their content. The article suggests a content-first approach could improve monetization for premium and niche content.