Features

Coming into focus: new gTLD benchmarks for brands

By Vincent D’Angelo and Gretchen Olive

While many issues remain unsettled in the new gTLD programme, after two years of the first round there are valuable lessons that brand owners can learn and apply going forward

About two-and-a-half years ago, the first new generic top-level domains (gTLDs) resulting from round one of the Internet Corporation for Assigned Names and Numbers’ (ICANN) new gTLD programme were delegated. Since then, the gTLD namespace has undergone a historic expansion from 22 gTLDs to nearly 1,000. While another 200-plus gTLDs are still to be delegated in ICANN’s first round, pressure is mounting in some circles for ICANN to open a second round post haste. However, the universal question coming from brand owners still remains: what are other brand owners doing about new gTLDs?

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Issue 71