Briefly, in accordance with one embodiment, a server may parse content into one or more segments, and process the segments to identify where in the content one or more watermarks may be added. The segments may then be concatenated into processed content that includes watermarking instructions. The processed content may be transmitted to a client for rendering. In some embodiments, the watermarking may be applied dynamically at a server prior to or concurrently with transmission to the client. If the client encounters an instruction to add a watermark, the client may render a watermark based at least in part on client information and/or information capable of identifying the client's user. The watermark may be placed at locations in the content so that the content is discernible by a user, while also being placed within a context of the content so as not to distract from the content experience.