[GNSO-RPM-WG] Feedback sought from registrars re: programming languages and CPM rates

[George Kirikos]

Hi folks,

I was looking for some feedback from registrars who are participating
in this PDP, with regards to two items, namely (a) server-side
programming languages in production use at registrars, and (b) typical
CPM rates to promote 3rd party messages on their consumer-facing
domain name registration websites.

As we move into the "solutions" or "recommendations" part of our work
for TM Claims notices in the subteams, I was contemplating suggesting
that, if the TM Claims notices were to be maintained (some might want
them to be eliminated entirely), that ICANN create open source sample
code in the top programming languages used by registrars, to reduce
the implementation costs of complying with the TM Claims notice
requirements (i.e. some registrars haven't even offered new gTLDs, due
to the high costs of integrating that functionality into their
systems). It would be useful to know which programming language(s)
dominate amongst registrars (e.g. Java, PHP, server-side Javascript,
Python, .... ?), especially amongst those who've **not yet**
implemented TM claims notices.

As for CPM rates, we know there's a 93.7% abandonment rate (that's
already an adjusted figure; the unadjusted figure was 99%) when TM
claims notices are shown, as per the Analysis Group's work. Rather
than trying to ascertain what the "cost" of that abandonment rate is
for registrars (and registry operators), another way to look at things
(perhaps more neutrally) might be to ask "What would registrars charge
a 3rd party, on a cost-per-thousand impression basis, to deliver a
message at checkout time?" e.g. that 3rd party message might be an
Office 365 subscription offer, or some other message from a 3rd party
within the order flow, i.e. to a qualified buyer who's ready to place
an order at checkout time.

Conceivably this could (depending on the discussions in the subteams
and the broader working group/community) lead to a system whereby
registrars get compensated on a CPM basis for delivering those TM
Claims notices to the registrant, which would help offset some of the
losses experienced due to abandoned shopping carts when a registrant
is provided with the TM Claims notice. It could also lead to a
variable-cost model for the TMCH, whereby fees are based on the number
of times the TM is shown (e.g. a recordal in the TMCH like "CLOUD" or
"HOTEL" that is shown more frequently than other recordals would cost
more over time than a recordal that generates a TM Claims notice less
frequently (say a hypothetical recordal for a small business like
"JANE DOE KITCHEN SUPPLIES").

Anyhow, if registrars participating in this PDP have such data on
programming languages and/or typical CPM rates on domain name
registration sites, it would be greatly appreciated.

Sincerely,

George Kirikos
416-588-0269
http://www.leap.com/