Embed streams not playing preroll ads

It seems embedded streams don’t play preroll ads as far as I can tell. Why is this the case?

Is this only some streams or is it all streams? Is there a setting to control this that the embedding developer (3rd party website owner) controls or do advertisers dictate they only want their ads shown on twitch.tv.

It seems that it would be in Twitch’s best interest to show the preroll ads on embedded streams as well. What am I missing here?

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