Elliot Noss explains his vision for using DNS with agents.
Could the Domain Name System (DNS) become the ideal backbone for a future populated by autonomous agents? This conversation builds on earlier discussions in the industry about agent naming and identity, and examines whether the DNS — a globally distributed, well-understood protocol — can be adapted to reliably name, identify, and manage software agents at scale.
Previously, the industry has explored complementary approaches such as agent-focused naming services and agent identity frameworks. These efforts have highlighted both the potential and the challenges of providing persistent, trusted names and identifiers for software agents that act on behalf of people, organizations, or other systems. In this episode, we take a different perspective rooted in decades of domain name experience.
Former Tucows CEO Elliot Noss presents his approach through a project called Groundmark. Drawing on long experience in the domain name industry, Noss describes how the DNS ecosystem’s strengths — global reach, mature operational models, and broad adoption — could be applied to the emerging need for agent identity and discovery. Groundmark explores how familiar DNS concepts might be extended or adapted to serve the unique requirements of agents, including discoverability, provenance, persistence, and a means to establish trust without reinventing the entire internet naming landscape.
On the show, Elliot lays out why he believes DNS is uniquely positioned to play this role and how historical lessons from running domain services influence his thinking. He talks about practical trade-offs: how much to build on existing DNS standards versus when new layers or protocols are warranted, and how to provide agent-friendly features without introducing fragility or centralization that would undermine the benefits of a distributed naming system.
The discussion also covers real-world operational considerations. Noss explains how registries, registrars, and hosting operators might participate in an agent-oriented naming model, and how established governance and delegation mechanisms could be leveraged to provide accountable stewardship of agent identities. He emphasizes the need for mechanisms that allow agents to be assigned names that are both meaningful and manageable, while preserving consumer protections and technical stability.
We also review market dynamics and investor sentiment in the industry. While some legacy players are being received positively by financial markets, others face differing investor expectations. The episode highlights how these dynamics can shape the pace and direction of innovation in naming and identity solutions for agents.
For listeners interested in exploring the topic further, the episode provides an accessible, experience-driven perspective on how an established internet resource — the DNS — might adapt to new demands. Elliot’s perspective is rooted in practical experience and a cautious optimism: he sees possibilities for meaningful extensions to the DNS that respect its architecture, while acknowledging the hard work required to make agent naming secure, privacy-aware, and interoperable.
Sponsored segment: Sav.com domain auctions (sponsor name mentioned).
Podcast audio:
Duration: 40:50 — file size approximately 32.7MB
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