Opinion: Marketers should act before expansion of domain names

04/3/2013 | Advertising Age (tiered subscription model)

The dramatic expansion of domain names likely to be rolled out later this month "may hold more threat than promise for marketers," writes Bob Liodice, president and CEO of the Association of National Advertisers. The expansion will likely include generic top-level domains such as .auto, .bank and .restaurant. Advertisers can prepare themselves by studying up on the security issues, discovering which gTLDs impact their brands, and should contact the Internet Corporation for Assigned Names and Numbers and the Federal Trade Commission with concerns in advance of the rollout.

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