A new paper gives some fundamentals on the valuation of internet domain names and considers the impact of internet traffic and the revenue models that transform traffic and visitors into cash profits. The paper, “Domain Name Valuation: Internet Traffic Monetization and IT Portfolio Bundling,” is by Roberto Moro Visconti, who is a professor of corporate finance at the Università Cattolica del Sacro Cuore (Milano, Italy) and is also an IP valuation consultant. Some drivers of value the paper points out include: a good top-level domain, short length, capacity to pass the “radio” test (easy to understand), correct spelling, and meaningful keywords.
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