Last week Michael Gilmour from ParkLogic walked me through an online presentation on all of the innovation taking place at ParkLogic. Michael has been around the game a long time and in my opinion is the most technically detailed operator in the domain monetization space. He has always had a zero tolerance policy against suspicious or fraudulent traffic.
The other thing Michael pointed out was that ParkLogic does things differently and never was dependent on Google. Parking revenues are down everywhere with 90% drops for many. ParkLogic has less than 1% of their revenue come from Google.
I asked Michael point blank, “Is domain monetization a dead end game?” His response was a resounding no. He told me domain monetization is needed for the domain industry to actually run properly and sustain itself.
The key is innovation, and I have posted on X many times that I am surprised by how little innovation actually takes place in this industry. I also mentioned to Michael that I have had some industry participants tell me that there is not a strong reason to innovate, that domainers are fickle, leave them for a couple pennies more or less somewhere else.
Michael pointed out that innovation is what drives ParkLogic and he has no plans of slowing things down when it comes to innovating.
In the graph below you will see how things were dipping everywhere, including at ParkLogic. But then that decline stopped on October 22.
the numbers are the percentage change in revenue benchmarked to September 1st. The ParkLogic (blue line) initially increases and then falls due to both Google paying out less and a flood of traffic hitting the tier 2 advertising providers. The blue line jumps up from the 22 Oct due to a suite of innovations that were released. The impact was an overall performance increase of about 40% compared to September 1st.
One of the new features being rolled out is Subscribers.
A New Future Beyond Pay Per Click.
For decades, the domain industry has depended on the pay per click model as its main source of income. We have all hoped that users would click a link, and if they did not, that opportunity was lost. Even when they did click, the value ended there.
Now imagine a future where your revenue continues to grow instead of decline.
ParkLogic has unveiled a new website and Michael will be speaking at NamesCon.
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