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The Lowdown



Jan. 22, 2009 Post

Here's the The Lowdown from DNJournal.com! Updated daily to fill you in on the latest buzz going around the domain name industry!

Compiled by Ron Jackson
(DN Journal Editor/Publisher)
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In the first major domain company acquisition of 2009 Sendori .com has been acquired by Ask Sponsored Listings (operators of Ask.com), a division of Barry Diller's IAC. Financial 

terms of the deal were not disclosed. Sendori, who we profiled in a recent article, developed a unique new advertising exchange that allowed major advertisers to purchase the direct navigation traffic generated by top tier generic domain names placed in their system by domain owners. Sendori gave owners of high quality domains a real alternative to parking and that strategy has paid off handsomely. 

In our article Sendori Co-Founder and CEO Ofer Ronen told us, "When we looked at the domain parking business we realized that visitors to domains would have a much better user experience if they were directed to the best websites in the world, instead of landing on a parking page." Ronen used Travelocity as an example of a site that someone searching for travel information could automatically be sent to when they type in a travel related domain name. "Domain owners, no matter how much they try, can never build up the kind of brand recognition that a Travelocity has," Ronen said.

"So we thought the traffic would do better if it flowed to them and that a market-based approach, where there was competitive bidding, would also help domain owners earn the most possible 

Sendori CEO & Co-Founder Ofer Ronen

money. The advertisers that can benefit the most from the traffic would be the ones who would bid the most," Ronen added.  The marketplace he envisioned went live on August 1, 2006 and now, just a little over two years later they become part of Diller's IAC internet empire where Sendori will operate as a wholly owned subsidiary. 

It looks like a perfect match because Ask will bring many new top tier advertisers to Sendori which will in turn allow them to pair more of their domain owner clients with 

the best possible direct advertiser matches. At the time of the acquistion Sendori said it was providing 130,000 advertisers 33 million page views per month from direct navigation traffic.

Sendori's Director of Business Development, Michael Feeley, told us the company will have a booth at next week's DOMAINfest Global conference in Hollywood, California, so domain owners attending the show can drop by the Sendori exhibit to learn more about the company's innovative platform.
(Posted Jan. 22, 2009)


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