Applied DNA Sciences of Stony Brook New York is a company that has creating an anti-counterfeiting and authentication solution using plant DNA. At the outset, I need to disclose that I have been working with the company on its communications strategy, and it is a company that I’m excited about. I feel that they have developed  a game changing technology that has already attracted widespread media attention. There are numerous applications to the digital sector. Using just a molecule of DNA the technology could mark a CD or DVD to ensure that consumers are receiving the “real deal” and not a bootleg copy. In the case of a DVD, the disc itself could be marked or the marker could actually be used in the production of the ink used to print the label.