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Media Morph: Filling Up Empty Domains

By Abbey Klaassen Published: July 03, 2007 NEW YORK (AdAge.com)

Every week Ad Age Digital's Media Morph looks at how emerging technology is changing the way consumers get their information and media companies and advertisers present their messages. This week: Filling up empty domains.

Here is a play for one of the most undertapped online advertising budgets, local businesses. The issue: "Domain parking" has long been a dirty phrase in the web-marketing industry.

Companies buy up either commonly misspelled or generic domains, fill them with cost-per-click text ads from Google or Yahoo and hope consumers end up there ready to click on the ads. While it's a brilliantly high-margin business, it can be incredibly frustrating for consumers.

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