Compared to much of the online world, the domain business is tiny.

A lot of times we like to think of ourselves in the domain name industry as self-important. The head honchos.

The domain industry is certainly important. All online companies start with a domain name. But let’s face it, we’re a small part on the online world. A drop in the bucket.

I was reminded of this again while at Ad-Tech in New York City this week. With hundreds of exhibitors, the event was big. And online advertising is big. The domain name industry, even when you add up every piece of it, is very small by comparison.

Companies that find a way to click beyond the domain industry see big opportunities. In addition to our Media.net booth at the show, both Sedo and Elephant Traffic had booths. There were also representatives of other domain companies, such as Oversee.net and Name Media in attendance. A number of domainers who have seen past the importance of domains and think bigger were also there.

There’s nothing wrong with being in a niche industry. Just think about how you can become bigger by expanding your niche.