DNA Auction Plan to Reinvest Money Into Industry

Love them or hate them, auctions are an unavoidable reality of the new Top-Level Domain (TLD) Program.

By their very nature, they create winners and losers. All that is in doubt is where the money goes to the losing parties under a private auction model or to ICANN under their auction of last resort.

There are pros and cons for both models. But what if there was another way?

Instead of the two current options, what if the proceeds from auctions could be reinvested into the wider domain name industry to be used exclusively for the promotion of domains and fund efforts to support their uptake and use?

This is exactly what the Domain Name Association (DNA) is proposing as part of a new auction of last resort service for the resolution of new TLD contention sets in an effort to provide applicants with greater control and certainty within the auction process.

Following strong support from our members, we are excited to launch the DNA private auction model which will segregate and earmark auction funds to go directly to the promotion of domain names and TLDs.

How will it work?

The DNA private auction model is available to applicants deciding whether to resolve string contention via a private auction or ICANN's auction of last resort.

In the case of the DNA's private auction, the auction proceeds will go directly to promoting TLDs. Furthermore, auction participants receive a credit to join the DNA and have a say on how those funds are used.

The proceeds will be distributed as follows:

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DNA Auction Plan to Reinvest Money Into Industry