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Ask.com Acquires Sendori Direct Navigation: Domain Names Take the Spotlight in Advertising

By on January 22, 2009

The word is out, direct navigation from domain names is hot!  It’s why Google recently launched AdSense for Domains and its why many people are pumping out mini-sites and landing pages for their high-traffic generic .COM names.

Ron Jackson at DNJournal has just broke the news that Ask.com has acquired Sendori, a direct navigation company.  The terms of the deal were not disclosed.  Mr. Jackson reports “The marketplace he (CEO & Co-Founder Ofer Ronen) envisioned went live on August 1, 2006 and now, just a little over two years later they become part of (Barry) Diller’s IAC internet empire where Sendori will operate as a wholly owned subsidiary.”

Why This Matters to Domainers

sendori_logo.pngSendori.com is able to send highly targetted visitors to an advertiser’s websites by taping into a very valueable resource we call generic domain names.  People type them into their URL bar everyday looking for products and information.

While this breed of domain name is extremely rare they are still out there on the auction blocks at domain conferences, in the hands of private investors and often times expiring daily.   I personally don’t own any generic .COM domains (one of my greatest ambitions) so this doesn’t direct affect me directly, but I know many people who do.

Even if you don’t own these valuable .com names like me, this is still great news for the industry!  The acquisition of Sendori by Ask.com affirms the value of a great .COM domain name.  Hopefully direct navigation will catch on this year and the domain industry will get some of the positive recognition we need and deserve!

Ask.com Making the Right Moves

ask.pngDotSauce covered the April 2007 launch of Ask.com’s Sponsored Listings program, a PPC keyword advertising platform.  They have since been serving well over 34 million unique users per month via their network of sites, which include Match.com, Ticketmaster, and and Evite.

Domain Name News reports that “Ask.com is an IAC (NASDAQ:IACI) company and has made other moves in acquiring premium reference sites (and domains) under the Reference.com umbrella like Dictionary.com and Thesaurus.com.”

Would love to hear your thoughts on direct navigation domains and this deal by Ask.com, please leave a comment below.


About Mark Fulton

Mark is the Founder of DotSauce Magazine and a full time web developer, domain investor, SEO and online marketing professional residing in North Carolina, USA. Visit MarkFulton.com for information on freelance website development, SEO and consultation services.