Interview with Michael Gilmour of ParkLogic

Bodis is shutting down, parking is down all over the place it seems. Michael Gilmour has an optimistic view of domain parking going forward. I sat down with Michael and asked him a bunch of questions about parking, his company and who is the right customer for ParkLogic.

1) Most domain investors think domain parking is dead — are they right?

Answer (Michael):
No — “parking is dead” has been said for years, but as long as there’s good-quality type-in traffic, domain monetization will exist. What changed recently isn’t that traffic disappeared — it’s that Google largely pulled back/“exited” buying domain traffic, especially around late September 2025, which crushed a lot of portfolios that were heavily dependent on Google.

2) What makes ParkLogic different than the other parking companies?

Answer (Michael):
The difference is diversification + marketplace competition + innovation pace.

• “We developed… a brand new platform which we call Artemis.”
• “[It] was designed so we can play again essentially infinite number of other advertising feeds.”
• “So we now have about… 95… advertising feeds.” (this has now increased to 100+ feeds)
• “They pay very well, in fact, much better than Google typically.”
• “We built a unique piece of technology where… when people click on a keyword… we auction it off to a huge number of advertising networks.”
• “Is anyone else doing that? Nothing, no one else…”
• “We have a policy… if anyone sends fraudulent traffic, no matter what, we will not pay them.”
• “We’re completely mercenary. I don’t care where the traffic ends up, as long as that guy pays more…”

3) Years ago people bragged about $20–$50 clicks — are those days forever over?

Answer (Michael):
Mostly, yes — those “monster clicks” are now rare, and when they happen it’s often because of an error (he jokes it might be a marketing manager putting a decimal in the wrong place). The game is no longer about stumbling across random “gold bars.”

It’s about industrial-scale optimization (“we’re the guys drilling 5 miles deep extracting every penny”) — testing, routing, and maximizing yield across lots of demand sources.

4) What are the best categories to park?

Answer (Michael)

What performs best is categories with real advertisers and real human intent — i.e. clean, high-quality, relevant traffic where multiple networks will bid.

• “As long as you have one good quality traffic the domain monetization will always be there.”
• “Good quality traffic demands a good quality price.”
• “You’ve got to go quality traffic… good quality domains doing good quality stuff for real people…”

What doesn’t work:

• Junk/arbitrage traffic floods the ecosystem and creates advertiser blowback (“peeing in your own pool”).
• “Weird/garbage” domains claiming big traffic from one IP / bot patterns won’t monetize (and won’t get paid).

5) What should domainers know about Google’s RSOC?

Answer (Michael):
I am skeptical that RSOC is a “rescue plan.”

Diving deeper:

• “Guys. It’s the same flipping company. It’s the same company, right?”
• “Did you just forget about what’s happened to AFD?”
• “Do you honestly think it’s not gonna happen again to RSOC?”
• “We have a competitive marketplace… If suddenly everything goes wonderfully with Google… we don’t care, we’ll send the traffic to them.”

6) Who is the best fit to be a ParkLogic customer?

Answer (Michael):
Best fit is someone who:

• Already has meaningful traffic / monetization history, and
• Is doing roughly $500–$1,000/day (or at least $500/month as a rough minimum threshold right now), where ParkLogic can justify being hands-on and materially move the needle.
• “The best fit right now is basically if you’ve had traffic in the past… we know how to monetize that traffic better than anyone.”
• “Traffic is… if you’ve got domains that do say 1 unique per day, then that’s traffic to me.”
• “Unless someone… is doing right now… 500 to 1,000 bucks a day in revenue… we would love to have a chat…”
• “If someone’s doing like 20, 30 bucks a month, we’re probably not the people for you… because we’re so hands on.”
• “We set the threshold about 500 bucks right now.”
• “That may change in 2026… we’re doing… a light touch version…”

I asked Michael what about the smaller domainer?

He’s clear they’re not trying to onboard tiny accounts at this stage, not because they can’t improve them, but because “If someone’s doing like 20, 30 bucks a month, we’re probably not the people for you… because we’re so hands on.”

He’s clear they’re not trying to onboard tiny accounts at this stage, not because they can’t improve them, but because They’re extremely hands-on. They want to scale systems without creating a poor experience, and they have massive demand and onboarding volume already.

He did tease a “lighter-touch” version aimed at smaller domainers coming sometime in 2026.

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