A system and method of embedding a sideband content, including sideband advertising, in a main content is disclosed. The method includes the steps of preparing the main content, preparing the sideband content, and merging the sideband content in the main content such that the sideband content is embedded non-intrusively in the main content. The sideband content may include a watermark, mosaic image or text pattern. Sideband content may be embedded in media content including print media content, online content such as web pages, streaming media content such as radio, television, and video transmissions, and mobile media content.