The era of interruption-only advertising is ending. Viewers have made it clear they want content, not commercials. The brands winning in CTV are the ones giving audiences what they want while still delivering measurable business results.

A quick look at Rembrand's controllable diffusion in action.

ChatGPT said: Publishers can now grow revenue and improve viewer satisfaction at the same time by using in-content advertising that increases attention and performance without raising ad load.

It’s the perfect creative concept for a pause ad placement, when people have time to click and shop before they get back to watching their show.

These advertising innovations aren’t just an idea - they’re available today and driving real results for brands. They blur the line between advertising and content, giving brands a fresh opportunity to get real value from their media spend.

Adtech mastered targeting but ignored experience. The future of advertising wont be new ways to reach people. It will be creating contextual, enjoyable ad experiences people actually choose to watch

Streaming gave viewers control, ending forced attention. Ads now need to fit seamlessly into content to earn engagement in this new era of consumer autonomy.

People don’t hate ads, they hate being interrupted. The fix? Ads that fit into the content they love.

At Rembrand, our point of view is clear: we aim to accelerate innovation in advertising by supporting AdCP’s adoption—particularly for creative development and activation in emerging, high-impact formats.

The future of advertising isn’t about grabbing attention for 30 seconds — it’s about earning trust in every second that counts.

For advertisers, this integration marks a turning point. Instead of relying on interruptive formats, they can now make ads a natural extension of the content experience: at scale, and with measurable performance baked in.