Do you remember 10 or 15 years ago when domain names were first being grabbed left and right? A better question might be how could anyone forget – it was like the California Gold Rush all over again. Although the situation calmed down after the dot-com bubble burst, it remained in flux until developments like Google AdWords and search engine optimization took hold.
And now, just like the belated but inevitable glut of sequels to a blockbuster movie, we’re seeing a larger wave of new top-level domain names (TLDs) – except these are considered “dot-anything” or “generic” TLDs (gTLDs), since they cover nearly anything after the dot. Nearly 2,000 that have been sought include trademarked names like .google, .apple and .amazon, as well as words like .social, .photos, .sports and even .lol. Hundreds of these gTLDs are becoming a reality, and soon companies will be faced with choosing how to react to them.