Internet domains are no longer just a technical detail of a website. Increasingly, they are becoming part of brand strategy and an important element of trust on the internet. This shift is highlighted by the results of a new study on the use of internet domains among domestic companies, which will be presented at the Day of Internet Domains of Serbia conference – DIDS 2026, taking place on March 17 at the Dom omladine Belgrade.

The analysis covers more than 300 companies in Serbia that have two or more registered domains, providing deeper insight into how businesses manage their domain portfolios. The data show that .rs is most commonly used as the primary company domain, confirming its important role in building brand recognition, user trust, and digital brand identity.

The research also reveals several interesting trends in how domains are used. More than half of the companies with multiple domains have exactly two registered domains, while in practice the domain is most often used as the central point of digital business operations, simultaneously for the website and corporate email. On the other hand, 23% of companies have at least one domain that is currently inactive, most often because it has been reserved for future projects, the development of new services, or brand protection online.

The research also shows that as many as 82% of the companies in the sample operate primarily in the Serbian market. However, the data also indicate that companies increasingly view domains as part of a broader strategy for managing their digital presence and brand, rather than merely as a technical element of internet infrastructure.

These topics will be the focus of the panel discussion “Smart Business, Smarter Domains: The Next Wave of Digital Brands,” which will be part of the DIDS 2026 program.

The panel will open a broader discussion on how domains have evolved from a technical element of internet infrastructure into a strategic brand asset. Participants will discuss the role of domains in building trust, market credibility, and legal brand protection, as well as how new technologies — including AI-driven search and automated digital decision-making — are changing the way domains are discovered, evaluated, and used.

The discussion will be moderated by Dušan Simić, Marketing Director at Mercury.AI and a brand strategy expert with more than 15 years of experience in marketing, brand development, and strategic communications.

Panel participants include Dr. Dušan Popović, Professor of Intellectual Property Law, Competition Law, and Internet Law at the Faculty of Law of the University of Belgrade and President of the Commission for the Resolution of Domain Name Disputes in Serbia; Kristian Hansen, Senior Consultant at Punktum dk A/S and an expert in the development and security of Denmark’s national domain .dk; and Csaba Bodor, General Manager of Hungary’s national domain .hu and a long-time professional in the field of digital identity and domain infrastructure.

The conference is organized by the Foundation “Register of National Internet Domain Names of Serbia (RNIDS).” This year’s edition of DIDS is held under the slogan “New Horizons” and is dedicated to the future of the internet space, the development of digital identity, and the strategic role of domains in modern business.

For years, DIDS has been bringing together experts from the fields of internet, technology, marketing, and law, opening discussions on topics that shape digital business and companies’ online presence.

Due to high interest and limited seating capacity, the organizers recommend timely registration via the official conference website. For those unable to attend the event at Dom omladine, a live stream will also be available on the RNIDS YouTube channel.