Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Adverting 2.0 New York 2008 Thursday, June 5th 3:45 PM - 5:00 PM Session D P2P & Advertising: New Business Models, Services and Approaches for Monetizing Peer-to-Peer Traffic While the debate over legal issues in music and movie distribution of content continues, the P2P and distributed computing industry is making strides in taking its technologies into the mainstream. With many evolving solutions on the way from paid-for-pass-along along with various DRM solutions and advertiser based options - and now an active trade association for P2P exists to enhance the solutions in the marketplace - we are pleased to hold a standalone solution session on the topic. In this session we will attempt to go beyond the legal issues into the practical applications of P2P in the marketplace. P2P advocates make claim to a major share of the market that will play a central force in the future of the music and film industries. In this session, we will hear the case for P2P - understanding it strengths and weaknesses. Bruce Benson, Senior Managing Director, FTI Consulting John Desmond, VP, MediaSentry Services, SafeNet Robert Levitan, CEO, Pando Networks Joey Patuleia, Co-Founder, Brand Asset Digital Jeffrey Payne, CTO, GridNetworks Memo Rhein, CEO, Unlimited Media Michael Vietri, Director of Business Development, Double V3 Marty Lafferty, CEO, Distributed Computing Industry Association (DCIA), Moderator Marty Lafferty, Chief Executive Officer, Distributed Computing Industry Association (DCIA): Marty is an accomplished new media industry leader with a track record of successful multi-business collaboration and excellence in pioneering the distribution of content via new technologies . During his career, he has served in senior positions for some of the world's most innovative entertainment and technology companies. Marty joined DCIA from Lafferty Media Partners LLC (LMP), where he served as Managing Partner. Prior to LMP, he was CEO of Zoom Culture, which he transformed from a year-old dotcom into a thriving digital television and new media firm in 24 months, working with partners including NBC and PAX TV. He also led Zoom's software development team and partnered with Apple engineers to serve as the first Beta client for Scale 8's advanced global storage network and edge content distribution system. Previously, Marty served as CMO for StreamSearch.com, where he oversaw the conversion of its streaming video search engine from a technological to an entertainment market focus, working with and for major studios such as Paramount and Artisan. While there, he also led the creation of the interactive multimedia site for Sundance Film Festival. Before StreamSearch, during his tenure as Microsoft TV VP of Corporate & Service Marketing, he supported the strategic refocus of Microsoft's WebTV acquisition from a purely B2C niche subscription offering to a B2B application suite for multichannel service distributors and their set-top suppliers, in addition to introductory plans for the Xbox game console. As President of FutureVision, Marty supervised the redesign and rollout of the industry's first true switched-digital-network service offering and the company's acquisition by Verizon. Before FutureVision, as VP of TV Answer, he led the development of numerous technically diverse simulcast interactive applications using IVDS over-the-air transmission spectrum, and secured affiliations with PBS and commercial broadcast station groups, culminating in a strategic alliance with CapCities/ ABC. Marty was also CEO of NBC's Olympics joint venture, where he led multiple vendors to develop alternative security solutions for a satellite-delivered mini-subscription PPV service, as well as oversaw cable and broadcast affiliate marketing. Prior to that, as GE Americom VP of Cable Services, he contributed to GE Astro's new fleet development and deployment, generating $445 million in sales to television programmers in 18 months. Finally, as VP of TDBS, Marty led Turner Broadcasting's internal and GI engineering teams to develop and deploy the industry's first signal-scrambling security technology for basic programming services. He has received recognition from, and held leadership positions in, numerous industry organizations throughout his career. Most recently, he was awarded the Council for Entrepreneurial Development Award as a top-fifty new company. Marty served as Membership Chairman of the Interactive Services Association, and as Chairman of the International Digital Satellite Television Symposium. He also co-founded the Satellite Broadcasting Communications Association and served as its first Vice Chairman. Marty holds a Master's degree from Yale University and Bachelors with honors from Williams College. He has received the NCTA's President's Award and a CTAM TAMI Award for industry service.