ICANN's new gTLD program was designed in part to boost innovation. The thinking was: give people the canvas and let them paint in new and fascinating ways, with no set direction... and paint they will. Now that the new gTLD dream has become reality, new uses and business models are already emerging to prove this theory correct. One of the industries in which new gTLD innovation is making itself felt is traditional advertising. This is a sector that has been turned upside down by the Internet revolution of the last decade. more