In this panel discussion held at 2008 meeting of the American Bar Association’s Sports & Entertainment Forum, panelists Cydney Tune, Jonathan Kirsch, Emily Della Maggiora, Kim Niemi and Seth Steinberg discuss some of the legal and conceptual questions facing advertisers and marketers in the converging media marketplace — for example, how to advertise to consumers who prefer immersive video games to television or films, how to measure the effect of online ads, how to do viral marketing the right way, how to deal with unauthorized online use of your copyrighted works, and more.