Why ICANN's New Domain-Name System Could Benefit Brands | CMO Strategy - Advertising Age: "When the Internet Corp. of Assigned Names and Numbers approved in June the new top-level domain program, virtually every major media organization covered it.
Unfortunately, few understood it.
They are not alone. Even veterans of the domain name system are mulling the potential for new TLDs. Do they portend a revolution in internet marketing, or are they much ado about nothing?"