Phoenix—Association of National Advertisers President-CEO Bob Liodice urged marketers Friday to oppose the planned expansion of Internet top-level domain names.
In his opening remarks at the ANA's Masters of Marketing annual conference here, Liodice said the planned expansion by the Internet Corporation for Assigned Names and Numbers (ICANN), slated for January 2012 would cost marketers overall “billions of dollars in costs and time.”
ICANN's plan would enable applicants to obtain both branded and generic words as top-level domain names—those that appear to the right of the dot in Web addresses, such as .com and .org. This would mean marketers would have to buy their brand names or risk cyber squatters taking them.
“The cost is excessive,” Liodice said, estimating it to be at least $2 million per brand over 10 years.