By Fariba Zamaniyan As many consumers will agree, advertisements during TV shows and movies can be interruptive to the full entertainment experience. Although people are more ad tolerant than ever according to the latest TiVo Video Trends Report, experiencing ads popup unexpectedly mid-show or before and after the movie, can put a sour taste in one’s mouth. In this world of Connected TV (CTV), smart TV OEMs and streaming platforms, each provider and device manufacturer has been testing different ways to monetize the viewing experience – which is why there’s no formula or uniformity in how advertisements are currently displayed. Although there are new forms of advertisements, many in the entertainment and video space still rely on the “interrupt-driven” model of advertising. They rely on this structure that has been ruling the industry since the advent of cable television where the advertisements interrupt the program one is watching. This doesn’t…