Premium Domain Names: Strategic Digital Assets Not Just URLs

The reported USD $70 million sale of ai.com is more than a headline, it reinforces a clear trend that premium domain names are strategic digital assets. While few organisations transact at that level, the underlying principle applies across all markets. High quality domains are finite, brand defining assets that support credibility, control, and long-term value.

We are seeing steady upward pressure on premium domains across key ccTLD extensions, including .com.au and major European markets. As brands expand globally, securing the right domain in priority jurisdictions is becoming increasingly important. Ownership provides control over brand identity, traffic consolidation, and customer trust. These are benefits that cannot be replicated through advertising spend alone.