The .ADS new gTLD

Charleston Road Registry is an American company, wholly owned by Google, which was established to provide registry services to the Internet public. Google is an American multinational public corporation and global technology leader focused on improving the ways its hundreds of millions of users connect with information. Since its formation, Google has been developing technology that can improve upon existing ways of doing business on the Internet. Google provides a variety of services and tools for Internet users and advertisers of all sizes, from simple search features and local ads to enterprise-scale business applications and global advertising solutions. These tools make it easier for people to make use of the world’s information and enable entrepreneurs and publishers around the world to grow their businesses.

In line with Google’s general mission, Charleston Road Registry’s mission is to help make information universally accessible by extending the utility of the DNS while enhancing the performance, security and stability of the Internet for users worldwide. Charleston Road Registry aspires to create unique web spaces where users can learn about products, services and information in a targeted manner and in ways never before seen on the Internet. Its business objective is to manage Google’s gTLD portfolio and Google’s registry operator business. As discussed further in the responses to questions 23 and 31, Charleston Road Registry intends to outsource all critical registry functions to Google Registry Services.

The proposed gTLD will provide the marketplace with direct association to the term, ʺads.ʺ The mission of this gTLD, .ads, is to provide advertisers and those who serve their needs with a dedicated domain space in which to enact advertising-related second-level domains, including video content. Charleston Road Registry believes that registrants will find value in associating with this gTLD, as supported by market research and due to Googleʹs experience and expertise in online advertising. Online advertising spending in the U.S. alone is expected to grow to almost $40 billion in 2012 [Source: http:⁄⁄www.emarketer.com⁄PressRelease.aspx?R=1008788]. The proposed gTLD will enhance consumer choice by signaling the kind of content available in the domain and creating new layers of organization in the second-level domain space.

The proposed gTLD will also provide Charleston Road Registry with the means to meet its business objectives.
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Jovenet Consulting,
Aug 11, 2016, 7:18 AM