Automattic, the company behind WordPress, announced on May 12 they were the successful winner of the auction for the new top-level domain name extension .blog.
The winning bidder was a company called Knock Knock Whois There LLC, but it wasn’t until now that the true owners of this LLC were announced.
Matt Mullenweg, founding developer of WordPress, published a post explaining the need for privacy. “We wanted to stay stealth while in the bidding process and afterward in order not to draw too much attention, but nonetheless the cost of the .blog auction got up there.”
Automattic has now joined the list of brands who have invested millions of dollars into owning new domain name extensions. Google paid $25 million for the .app extension last year, and Amazon acquired .buy for $5 million.
According to ntldstats.com, total new top-level domain (NTLD) registrations have now surpassed 17 million. While this number sounds impressive, it’s the adoption of these new domain names by companies and publishers that really matter. WordPress has the X factor here. It’s massive, relevant customer base is almost second to none. VentureBeat has reported that WordPress now powers 25% of the web, which may just be the perfect ma