This is the final video in the three part series that comprised my keynote address at NamesCon 2020 in Austin, Texas. The first two parts can be viewed by clicking on the below links:

Domain Sales

Domain Traffic Monetization

In this video I share some of my thoughts on where the future of the domain industry is headed in the three areas of domain sales, traffic monetization and development. One of the great things about domains is they are so incredibly flexible in their capacity to be at the center of real economic value.

The final message of the video can be summed up by saying, "Through innovation the future is bright and it's only a matter of dreaming big enough that will bring real growth to the industry."

I hope you have enjoyed this series of videos. I would love to receive your comments and thoughts as it's these that inspire me to keep on writing my own thoughts down about our great industry.

This is the second in a three part video series that covers the keynote address I conducted at NamesCon 2020, Austin Texas. The first video addresses the domain sales business model and can be viewed via the below link:

NamesCon 2020 - Domain sales

This video covers the history of domain monetisation and the major technological innovations that have underpinned the entire business model. It then unpacks case studies to determine how this innovation has impacted the bottom line for professional domain investors.

Of all of the videos that I've made over the years this three part series is the most important. It dives into the heart of what it means to be a domain investor and then extracts key metrics that every domain investor should be aware as they manage their own portfolio.

This is the fifth in the series on running a traffic test. I thought that I would return to the traffic test series and update readers on the results since the last article in July. The question that I wanted to know was whether the positive numbers previously reported were sustainable or whether they crashed back to reality.

The first four articles in the series can be viewed at:
Part 1 – Baseline Data
Part 2 – Focusing on Performance
Part 3 – Improving the Revenue
Part 4 – Show Me the Money!

I would remind you that the data is being pulled from the ParkLogic client interface and this wasn’t a “special” customer that just so happened to be doing well. In fact, I didn’t know what the results would be prior to writing the first article.

The great news is that both the revenue and RPM trends have continued to increase. The revenue has increased above the baseline from 46% back in July to 55% as of now. I would have thought the trend would have levelled off by now but it’s continuing to increase.

I was reading an article on TheDomains.com about domain traffic monetisation and the comment list ended up being filled with doom and gloom. I found the comments tended to spring from domainers harkening back to the “good old days” when raking in money from their traffic was easy. Many of them also showed a complete lack of understanding about how monetisation has moved on from the “good old days”.

I will once again say upfront that I’m one of the founders of ParkLogic and we monetise domain traffic but in a very different manner from ANY other provider. We work with almost all of the traditional parking companies and many of the global advertising networks. This gives us a unique perspective on the industry, and I believe provides us with some authority to speak on the subject of monetisation.

I would first like to tackle the common misconception that parking providers are thieves. Contrary to popular belief, we find the parking providers are not fraudulent and stealing your money. They are often as in the dark as you are as to why a domain’s earnings have fallen apart or why a clawback was applied to your account. Google is pulling all of strings and they don’t share squat with their partners.

Before you go accusing your account manager of theft think twice. They are actually your best friend who represent you to their larger organisation. I’ve heard of some account managers being treated despicably and it’s about time some bad domainers act a little more professionally. Thank goodness most domain investors ARE professional in their approach.

That all being said, have some parking providers attempted nefarious behaviours in the past? Absolutely! In fact, on the whole these companies are no longer in business. They’ve either been caught out by their customers or partners for doing the wrong thing and have now been expunged from the industry. This means the companies that have survived are generally pretty good.

Now let me comment on the state of play of domain monetisation. Is it dead? Nope. Is it dead for some people? Yes. The major reason why domain investors believe that domain monetisation is dead is because they keep on doing the same thing they always have. Go figure?

Let’s think about this for a bit. Many domain investors complain about declining revenues and then do nothing about it. They may change parking providers but that’s just like changing which cabin you’re going to sleep in on the Titanic.

Please click on the below link to view the first three parts of A History of RPM:
Part 1 - A History of RPM
Part 2 - A History of RPM
Part 3 - A History of RPM

Some people have mistakenly thought that if another player is involved in the chain (eg. someone like ParkLogic) then the margin that they take will consume any benefits. This couldn’t be further from the truth as companies such as my own play more than just a revenue increase, we also manage downside risk.

To understand this hidden benefit, we need to return to the RPM formula from Part 1 in this series. At ParkLogic we effectively have an RPM for every domain, at every monetisation company at every point in time. In fact, many years ago I coined the term normalised RPM (nRPM) as the unit of measurement for every monetisation source.

This means we actually know who is paying the most for any domain at any point in time. We then route the traffic to those destinations so that ParkLogic customers achieve a greater yield for their traffic.

As a by-product of this process we also manage downside risk. For example, if a domain is being paid an nRPM of $10 at one provider and $9 at another we would rightly route the traffic to the $10 provider. Suddenly the $10 provider loses a key advertiser and is now paying $2. If you were leaving the traffic at a single provider, then you would get the $2 but with ParkLogic the traffic will automatically flow to the $9 provider. This dramatically smooths out these types of market disruptions and reduces the risk for the domain investor.

Now here’s the problem with all of this history and discussions about RPM. When you deal with direct advertising networks, they have another type of RPM altogether….and it’s a difficult one to crack and it highlights the difference between a spot price and an average price.