Search optimization and marketing firm Marchex launched 52 beta sites with ZIP codes as their domain names in an attempt to create local ad inventory, writes MediaPost. The intent is that consumers when consumers attempt to find a useful site for local info, they will type their ZIP code in the browser's URL. Marchex owns more than 73,000 ZIP code domain names and populates each page with ads and local content. "This is the power of a lot of small numbers - we don't really have that many people typing 90210 into their URL bar, but you do have some," he said. "These small numbers add up over time." Marchex has applied the same theory to domains based on generic product names - such as videocameras.com.

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