Brand owners will soon be able to operate their own parts of the Web — such as .apple, .coke or .marlboro — if the biggest shake-up yet in how Internet domains are awarded is approved.
After years of preparation and wrangling, ICANN, the body that coordinates Internet names, is expected to approve the move at a special board meeting in Singapore on Monday.
Today, just 22 generic top-level domains (gTLDs) exist — .com, .org and .info are a few examples — plus about 250 country-level domains like .uk or .cn. After the change, several hundred new gTLDs are expected to come into existence.
The move is seen as a big opportunity for brands to gain more control over their online presence and send visitors more directly to parts of their sites — and a danger for those who fail to take advantage.
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