Featured Attendee: Joe Higgins, DomainSponsor

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10Joe Higgins
Business Development, Sales & Marketing
Twitter | Facebook


Fast Facts 
Location: Southern California horse country – yes, it exists 😉
How long have you been in the domain industry? 11 years
Favorite extension: .com
Domain name you wished you owned: www.com
Now reading: “World Order” by Henry Kissinger
Now watching: The 18-month circus of Presidential campaigning
Best city for conferences: Amsterdam



Describe your company and how long you have been there.

DomainSponsor is the largest domain parking platform in the industry. When a direct navigation user lands on an undeveloped domain parked on DS’s platform, our technology displays tested and optimized keywords and ads that are directly targeted to what the user wanted. The result: conversion for the advertiser, which means more revenue for the domain owner. I like to think of us as more of a traffic monetization platform.

My intro to the domain industry came back in January, 2005 when I began at DomainSponsor. I was with DomainSponsor until 2011 when I joined Rook Media. 3 years later of course, Rook Media acquired DomainSponsor and I now actually represent both brands.

Can you tell us about how your service or product helps deliver value to your customers?

We leverage our Tier 1 PPC Search feeds, along with direct advertiser relationships, to monetize domain and internet traffic. Our technology and services help domain portfolio owners maximize both revenues and profits.

What are your thoughts on the new TLDs?

Talk within the domain industry is nice but an incredible amount of work still needs to be done for mainstream consumers to know, understand and utilize them. The average person knows very little about the new TLDs. They’ll become very interesting once people like my mom know they exist.

What was one of your biggest “Aha!” moments in life?

Just prior to me getting into the domain industry, I worked for an affiliate network for a couple of years. That was my introduction to making money online. I learned at that time how strong user intent really is to buy goods and services on the internet. People will always come back for more if they can procure with ease and discretion.

How does your career compare to what you envisioned in your youth?

I always say that if you can’t play in the E Street Band, being a part of the domain industry is a (fairly) close second.

How would you describe what you do in a single sentence to a stranger?

I provide an alternative path to advertisers for people searching for goods and services on the internet.

If you had fifteen extra minutes each day, what would you do with them?

Learn to speak German.

What are you proudest of in your life?

When you have young children and you see them grow and change with each day, it’s very difficult to be more proud of anything.

Latest and greatest accomplishment in your career?

Playing a small role in building a startup company into an industry leader.

What was the best surprise you’ve experienced so far in life?

Although I dreamt about it for 25 years, I was surprised how great it felt the first time I played drums in front of 15,000 people.

Name 3 things you can’t travel without.

Laptop, Bose headphones, iPhone.

Where is your favourite place to escape?

The golf course.

What object would you put in a time capsule that best represents who you are today?

A picture of my daughter.

Are you interested in being a NamesCon Featured Attendee? Whether you’re the head of a large company or a one-woman operation, an industry veteran or a first-timer who’s curious to learn more about the domain industry, we want to hear and share your story! We’ll be publishing these profiles on the NamesCon website right up to the launch of the conference, so it’s great visibility for your company or brand.

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