Gives online advertisers access to its rapidly growing network of search destinations; also recruits Kelly Conlin as CEO.

NameMedia, a domain name marketplace, today announced its new Direct Search platform to give online advertisers access to its rapidly growing network of search destinations that already reach more than 25 million consumers monthly.

Previously known as YesDirect, NameMedia is backed by Highland Capital Partners and Summit Partners. The company also recruited as CEO Kelly Conlin, who has been CEO of technology media company IDG and targeted media company Primedia. His experience also includes CNN and The New York Times.

Direct Search occurs when a consumer types a search term like 'photography' as a URL into the browser's address bar. NameMedia says it creates a website dynamically based on the subject matter of the domain name. These search destinations match category-specific results with interested consumers on high-value subjects from travel and finance to dating and technology.

"Domain names are the real estate of the Internet," said Conlin. "They provide opportunities to buy, sell and develop property. With such a large collection of undeveloped real estate, we have a compelling platform for creating a media company that leverages."