I want it known that I just invented this term.

Contextual is good, but intentional is 1000% better.

Contextual is related to what you are doing.

Intentional is actually what you're doing.

e.g. If I'm on a surfing web site and I see an ad for a surfboard that is contextual.

If I'm on a surfboard shopping website and I see an ad for a surfboard that is intentional.

Google Search makes 10x that it's adwords network does because it actually solves problems.  

The problem with Intentional is that the only way sure-fire way to determine intention right now is if you are on a surboard ecommerce website

and they dont want to promote another surfshop

I get my boards custom made in Sydney. But my shaper does have a website. Although he doesn't have a shop. Is this out of context?