Starting with the correspondence between positive definite kernels on the one hand and reproducing kernel Hilbert spaces (RKHSs) on the other, we turn to a detailed analysis of associated measures and Gaussian processes. Point of departure: Every positive definite kernel is also the covariance kernel of a Gaussian process. Given a fixed sigma-finite measure $mu$, we consider positive definite kernels defined on the subset of the sigma algebra having finite $mu$ measure. We show that then the corresponding Hilbert factorizations consist of signed measures, finitely additive, but not automatically sigma-additive. We give a necessary and sufficient condition for when the measures in the RKHS, and the Hilbert factorizations, are sigma-additive. Our emphasis is the case when $mu$ is assumed non-atomic. By contrast, when $mu$ is known to be atomic, our setting is shown to generalize that of Shannon-interpolation. Our RKHS-approach further leads to new insight into the associated Gaussian processes, their It^{o} calculus and diffusion. Examples include fractional Brownian motion, and time-change processes.