In this article, Monica Riva Talley examines ICANN’s new Generic Top-Level Domain (gTLD) program. She discusses statistics on how brands are engaging with new gTLDs, utilizing the Trademark Clearinghouse (TMCH) and which new gTLDs may give .com a run for its money. She also looks ahead to the second round of gTLDs expected to rollout as early as 2016.

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