The nature of product placement has changed drastically since the early 20th Century. With the advent of digital video recorders and online viewing, advertising has had to evolve in order to remain effective. No longer is product placement limited to a brief mention on a television show or a shot in the background of a scene of a movie. Product placement has now blossomed into a whole new form of advertising called branded integration, and trade mark owners must take steps to understand the pros and cons in order to make sure their brands are protected. In this article, Douglas Masters and Nerissa Colyle McGinn explain how to maximize the benefits of product placement through the increasingly complex techniques of branded integration.