Rich Merdinger Appointed Interim Chairman of The Domain Name Association (DNA): A Vision for the Future of Domains

The domain name industry stands at a pivotal juncture, continuously evolving with new extensions, innovative services, and a shifting landscape of digital identity. In a significant move for the sector, Rich Merdinger, a highly respected and long-serving figure at GoDaddy and currently its VP of Domains, has been appointed as the interim chairman of The Domain Name Association (DNA). This appointment heralds a new chapter for the DNA, an organization dedicated to fostering growth and stability within the global domain name ecosystem. We had the exclusive opportunity to connect with Merdinger to delve into his motivations for taking on this critical role and to understand his strategic vision for the DNA’s future endeavors.

Leadership Transition: Adrian Kinderis Steps Down

One of the immediate questions surrounding Merdinger’s appointment concerned the departure of the DNA’s founding chairman, Adrian Kinderis. Merdinger shed light on the circumstances, emphasizing Kinderis’s foundational contributions to the organization. “Adrian has served as the DNA Chairman since the founding of the DNA three years ago,” Merdinger explained. “He has done an outstanding job building a strong foundation and engaging membership input and support for the DNA.”

Under Kinderis’s adept leadership, the DNA blossomed from a nascent idea into a robust, 46-member global organization, playing a crucial role in representing the diverse interests of the domain name community. The decision for Kinderis to step down was a natural progression stemming from his recent professional developments. “He recently sold his company, Bombora Technologies, and took on significant responsibilities within Neustar, the acquiring company,” Merdinger elaborated. Given these new, demanding commitments, both Kinderis and Merdinger mutually concluded that it was an opportune moment for a leadership transition.

Merdinger expressed enthusiasm about stepping into the interim chairman role, acknowledging the strong legacy he inherits. He also highlighted a fortunate aspect of this transition: “Fortunately, Adrian will join the DNA Board as Neustar’s representative, meaning I’ll still be able to avail myself of his counsel and advice.” This ensures a seamless handover and the continued benefit of Kinderis’s deep industry knowledge and experience within the DNA’s leadership framework, providing valuable continuity and strategic guidance for the organization.

A More Vocal and Outward-Looking DNA in 2017

With new leadership often comes new perspectives and strategic shifts. When asked about his plans for the DNA, Merdinger outlined a clear and proactive direction for the organization in 2017. “Expect the DNA to be more vocal in 2017, both in and outside the industry,” he stated. This marks a departure from a more introspective approach, signaling a conscious effort to broaden the DNA’s reach and influence.

The emphasis on being “more outspoken” is a key objective, designed to “promote and share the interests of our members beyond the walls of our own industry.” This means engaging with broader audiences, including marketing professionals, businesses, and the general public, to educate them about the value and utility of domain names in the digital economy. The goal is to move beyond internal discussions and actively advocate for the industry’s advancements and best practices on a global stage, highlighting the integral role of domain names in establishing and maintaining a robust online presence.

Embracing the “Web of Identity”: A New Commercial Opportunity

Another pivotal focus for the DNA under Merdinger’s interim chairmanship is a concept he terms the “Web of Identity.” This vision addresses the evolving landscape of digital branding and online representation. “A ‘Web of Identity’ is created when a single company blends a combination of the various domain name types – gTLDs, ccTLDs, and vertically-oriented new gTLDs – for multiple strategic and tactical purposes,” Merdinger explained.

This innovative approach acknowledges that businesses are no longer confined to a single domain extension. Generic Top-Level Domains (gTLDs) like .com, .org, and .net continue to be foundational. Country Code Top-Level Domains (ccTLDs) such as .uk, .de, or .ca offer geographic targeting and local relevance. Crucially, the advent of new gTLDs – including brand TLDs (e.g., .brandname), community TLDs (e.g., .club), and highly descriptive TLDs (e.g., .tech, .store, .online) – provides an unprecedented palette for crafting sophisticated digital identities.

Merdinger envisions companies strategically utilizing this diverse array of domain types to enhance their brand presence, target specific markets, and optimize their online strategies. For instance, a global corporation might use its primary .com for its main website, a .brand TLD for corporate communications, various ccTLDs for regional operations, and a descriptive new gTLD like .store or .shop for its e-commerce initiatives. This intricate blending creates a more comprehensive and resilient “Web of Identity.” Merdinger firmly believes this represents “a significant commercial opportunity for the domain name industry over the next 24 months,” indicating a strong potential for growth and innovation for registrars, registries, and associated service providers.

Beyond New TLDs: DNA’s Broad Mandate for Industry Growth

Historically, the DNA has often been perceived as an organization primarily championing the proliferation and adoption of new Top-Level Domains (TLDs). When confronted with this perception, Merdinger offered a nuanced perspective, clarifying the DNA’s broader mission. “It is true that the DNA was born out of the emergence of the new gTLD program,” he conceded, acknowledging the historical context. Indeed, the influx of hundreds of new extensions into the market brought with it a host of changes, including new Registry Operators, innovative pricing paradigms, and novel types of TLDs, such as Brand and Restricted TLDs.

However, Merdinger, speaking from his vantage point as a representative of a Registrar (GoDaddy), underscored that the DNA’s purpose extends far beyond simply pushing specific TLD types. “For me, the DNA was never about pushing any specific type of TLD; it has always been about ensuring that our industry continues to develop and grow in an innovative but stable manner,” he asserted. This highlights a commitment to the overall health and progress of the entire domain name ecosystem, encompassing all types of domains and the diverse stakeholders involved.

As Vice Chair of the DNA, Merdinger was instrumental in shaping and launching the organization’s revitalized vision last fall. This strategic realignment sharpens the DNA’s focus on three core priorities: **awareness, adoption, and access**. These pillars are designed to guide the DNA’s efforts in fostering a more dynamic, accessible, and well-understood domain name industry.

Pillar 1: Enhancing Awareness of Domain Value

In 2017, a primary objective for the DNA will be to significantly increase awareness among key external audiences. This includes marketing agencies and businesses who often hold the keys to brand strategy and digital presence. The goal is to educate these groups about “the use and value of blended branding strategies using both traditional extensions and new TLDs.”

The DNA aims to demonstrate how a strategic combination of established domains like .com, alongside relevant new gTLDs such as .tech for technology companies, .store for retailers, .app for mobile developers, or even city-specific TLDs, can create a powerful, differentiated, and memorable online identity. This approach moves beyond simply securing a domain to leveraging it as a strategic marketing asset that enhances brand visibility, clarifies purpose, and resonates with target audiences. By showcasing successful case studies and practical applications, the DNA seeks to unlock the full potential of a multi-TLD strategy for businesses seeking a competitive edge in the digital landscape.

Pillar 2: Accelerating Adoption Through Empirical Evidence

The second critical priority is to accelerate the adoption of diverse domain name strategies, particularly new TLDs, through a foundation of credible, independent research. Merdinger articulated the need for data-driven insights, stating, “Our second priority is to accelerate adoption through the sharing of information developed through independent research focused on the impact of domain names on organic search engine results and optimization.”

This initiative is crucial because, despite advancements, misconceptions persist regarding how domain names influence Search Engine Optimization (SEO). The DNA plans to commission or disseminate studies that provide empirical evidence on how various domain types, when used effectively, contribute to a stronger online presence, improved click-through rates, and better search engine visibility. End users, from small businesses to large enterprises, need to move beyond anecdotal evidence. “End users need to have access to empirical evidence-based facts about how their online identities will be treated in the online ecosystem,” Merdinger stressed. By providing concrete data, the DNA aims to empower businesses to make informed decisions about their domain portfolios and to confidently embrace new opportunities in digital branding. This research will help dispel myths and highlight the real-world benefits of a thoughtful domain strategy.

Pillar 3: Ensuring Fair and Open Access

The third and final pillar of the DNA’s vision revolves around ensuring fair and open access within the domain name industry. Merdinger revealed plans for a series of interactive engagements in the coming year. “Next year, we will launch a series of town hall sessions for members, policy organizations, and other industry-related groups,” he stated.

These town hall meetings are envisioned as vital forums for fostering collaboration and addressing critical issues. They will serve “as a forum to highlight, discuss, and solve important commercial issues in the domain name industry.” Such issues might include evolving policy frameworks, regulatory challenges, market dynamics, abuse mitigation strategies, and the technical stability of the domain name system. By bringing together diverse stakeholders – including registrars, registries, legal experts, policy makers like ICANN representatives, and other affiliated groups – the DNA aims to facilitate constructive dialogue, identify common challenges, and collectively work towards sustainable solutions that benefit the entire domain name ecosystem. This commitment to open dialogue ensures that the DNA remains responsive to the needs of its members and the broader industry.

Optimized Operations: The Virtual Executive Director Model

During the discussion, the topic of the DNA’s operational structure, specifically the role of an executive director, came up. Merdinger provided insight into a strategic decision that reflects the organization’s commitment to efficiency and member value. “I played a large part in that decision,” he revealed regarding the absence of a full-time executive director.

Earlier in the year, the DNA’s leadership concluded that while the contributions of a dedicated executive director were valuable, the organization’s resources could be more effectively allocated. “It became clear that while the efforts of an Executive Director were valuable, the resources of the DNA were better spent on providing value for our membership and the industry rather than on internal support,” Merdinger explained. This means prioritizing investments in initiatives that directly benefit members, such as research, advocacy, and educational programs, over internal administrative overhead.

Consequently, the Board reconsidered its options and adopted a modern, agile approach. “The Board reconsidered our options and are now working with an outstanding firm that provides, among other things, ‘virtual’ executive director functions supporting our Board,” Merdinger stated. This model offers several advantages, including cost-effectiveness, access to specialized expertise on demand, and greater flexibility in scaling support as needed. This outsourced model ensures that the DNA maintains robust operational support without the fixed costs associated with a full-time, in-house position, aligning perfectly with its mission to maximize value for its members.

Looking ahead, Merdinger confirmed the stability of this new operational framework. “For the foreseeable future, we don’t see any change in the organizational structure of the DNA,” he affirmed. With its mandates clearly defined and its vision set, the DNA is now poised for action. “The DNA has its mandates and has set its vision. We now need to execute.” This statement encapsulates Merdinger’s forward-looking and results-oriented approach, signaling an active and impactful year ahead for The Domain Name Association under his interim chairmanship.